Diesel® is an innovative international design company that produces a wide-ranging collection of jeans, clothing, intimates, and accessories. Renzo Rosso created the Diesel brand in 1978, choosing a name that reflects the rugged feel of the brand and is pronounced the same way around the world.

Diesel launched its first “For Successful Living” advertising campaign in 1991, solidifying brand’s reputation for innovative marketing. Diesel leads the denim industry in the pioneering of styles, fabrications, and manufacturing methods and their quality control guarantees an outstanding product. Diesel stands for passion, individuality and self-expression. Independent working methods within the company translate to a lifestyle attitude. Diesel does not respond to trends—it precedes them. 

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