In 1978 Renzo Rosso started Diesel with the intention of creating the worldâs most innovated denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before.
Renzo intended to reach the entire world since the brandâs very inception, making the word âdiesel,â an international term pronounced equally all over the world, the perfect name for his endeavor.
Since its start, Diesel has used âFor Successful Livingâ as a slogan for the brandâs DNA. Through a long and storied history of strong, ironic and playful campaigns, Diesel has become a leader in advertising as well as in fashion.
Where the world zigged, Diesel zagged, and in the 40 years since its founding, the brand still embraces the same ethos.