Diesel- A Guide to Diesel & Fashion

Diesel was borne out of the work of the Genius Group, which was formed in 1978 under the leadership of Renzo Rosso.  After buying out his partners' shares of the company, Rosso took complete control of Diesel in 1985 and transformed it into the company that would become the "Best Italian Company of the Year" just over a decade later.  With a consistent advertising theme utilized all over the world, Diesel remains a global brand, focused on producing quality clothing, regardless of the current fashion trends.

There are four main product lines under the Diesel brand:  Diesel Style Lab,  D-Diesel,  Diesel Kids, and 55-DSL. While Diesel Style Lab focuses on innovative products and fabrics, D-Diesel designs primarily denim pieces.  Diesel Kids uses bold colors to produce children's clothing aimed at a more modern audience.  55-DSL maintains the same standards set by Rozzo and produces an innovative sportswear collection.

The details in Diesel jeans have made them popular worldwide.  Rivets and embroideries are used to accent the multitude of washes.  Deisel's men's jeans are available in regular slim, regular, and comfort cuts, while their women's jeans are made in super slim, regular slim, and regular cuts.

Through licensed products, Diesel has expanded into the accessories market.  Partnerships with Safilo of Italy for eyewear, Marbert of Germany for fragrances, and Principe of Italy for luggage and leather accessories are just a few of the collaborations that have expanded Diesel's repertoire.  While many companies do not maintain control of the licensed products bearing their name, all of Diesel's products conform to the standards and brand identity of the company.