Diesel
Italian denim, irreverence, and global culture.
Discover the story
Diesel was founded in Italy in 1978 by Renzo Rosso. From the beginning, the brand focused on denim and provocative communication that set it apart from the traditional approach of denim brands.
Washes, treatments, distressing, and surface experimentation are part of its industrial identity, combined with an urban and youthful vision.
Its advertising campaigns and its ability to turn the jean into a global fashion piece made Diesel one of the most recognizable Italian brands outside the classic luxury segment.