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Diesel (brand)

Diesel SpA
Formerly called
Industry Fashion - Retail
Founded Molvena, Italy (1978)
Headquarters Breganze, Italy
Key people
Renzo Rosso, president & founder
Products Denim, clothing, shoes and bags, eyewear, jewels and watches, helmets, fragrances, home furniture .[2]
Revenue €1.3 billion (2009)
Parent OTB Group
Website .com.dieselwww

Diesel S.p.A. is an Italian innovative international lifestyle company, producing a wide-ranging collection of denim, clothing and accessories. Since its creation in 1978, Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market. Despite its growth, Diesel’s philosophy has remained the same as the day of its creation: Renzo Rosso had envisaged a brand that would stand for passion, individuality and self-expression. With the appointment of Nicola Formichetti as its Artistic Director, the brand has been ready to “reboot” and continues to blaze its own trail. [3]


In 1978 Rosso was working for a clothing manufacturer called Moltex, which was owned by Adriano Goldschmied. He used a loan from his father to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand and many others. Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000.[1] Rosso has said that he learned marketing from the US, creativity from Italy, and systems from Germany.[4] Turnover was over €1.3 billion in 2009.[4]

Diesel store in Kraków, Poland
Diesel Black & Gold store in Vienna, Austria


According to Chevalier, the stores's merchandise is presented in a confusing way in order to force customers to interact with the sales staff. [5][5]

"Dieselwall" in Berlin

In 2007 Diesel sponsored a music contest, Diesel-U-Music.[6]

From January to September 2008, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence.[7]

In 2009 the head of Diesel's US division, Steve Birkhold, left the company shortly after agreeing a deal to sell cut-priced jeans through Macy's.[8]


  1. ^ a b c Clare O'Connor (25 March 2013). Blue Jean Billionaire: Inside Diesel, Renzo Rosso's $3 Billion Fashion Empire. Forbes. Accessed May 2014.
  2. ^ Business of Fashion. [3].
  3. ^ Business of Fashion. [4].
  4. ^ a b T Surendar, Saumya Roy (June 30, 2010). Diesel Founder Renzo Rosso Knows What Matters In Fashion. Forbes India. Accessed March 2014.
  5. ^ a b Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons.  
  6. ^ "Attention Unsigned Bands – Diesel Music Contest". April 12, 2007. 
  7. ^ Lipke, David (December 12, 2008). "Another World...Springing Back...The Mastheads Continue to Shrink...".  
  8. ^ James Covert (November 14, 2009). Diesel out of fuel. New York Post. Accessed March 2014.

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