The brand Diesel was born more than 20 years ago and is today an international design company, manufacturing jeans and casual clothing as well as accessories.
When Renzo Rosso founded the company in 1978, he wanted it to be a leader of its kind, a company which took chances and carved out a niche for itself in its very own field. He surrounded himself with some creative, and very talented people - innovators who, like him, rejected the slavish trend-following typical of the fashion industry. Renzo wanted to come up with a more dynamic and imaginative line of clothing than what was available anywhere. He gave his open-minded new designers broad stylistic freedom, hoping they could create a line of clothing perfect for people who would follow their own independent paths in life. More particularly for those who decide to express their individuality also by the way they choose to dress.
From the very start, Diesel’s design team turned their backs to the style-dictators and consumer forecasters of the fashion establishment and let their own tastes guide them. It is for this reason that Diesel immediately became a big leader in developing diverse styles, fabrics, manufacturing methods and quality control, guaranteeing an outstanding and high quality product.
The company views the world as a single, border-less macro-culture. And the Diesel staff reflects this: a wide variety of people and personalities from all parts of the world, creating an unpredictable, dynamic vitality and energy within the company. Diesel people and their working methods are so unconventional, and yet productive, that they have been profiled in countless magazines, newspapers and documentary television programmes, and have been studied by international conglomerates, consulting organizations, universities and business schools.
Diesel’s “historical moments” tend to include mile-stones such as 1978 (creation of the brand name), 1985 (Renzo Rosso’s complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel’s first flagship store on New York City’s Lexington Avenue).
Ever since the beginning, Renzo Rosso believed in addressing the world with one product and one language, and one of his first steps was building a solid and vast distribution platform stretching across all the 5 continents.
Production of Diesel denim jeans is based exclusively in Italy.
Today, Diesel is present in over 80 countries with 10,000 points of sale and almost 50 company-owned stores.
http://www.indelibles.com/diesel.htm
Fashion Trends
“Throughout its history, Diesel has focused on fit, details, treatments and high-quality manufacturing—constants that have enabled the brand to survive and thrive in a fashion world Rosso believes is increasingly populated by flash-in-the-pan names.”
—Alessandra Ilari Women's Wear Daily
http://nymag.com/fashion/fashionshows/designers/bios/diesel/
Be Stupid
Diesel, the international jeans brand, is launching “Be Stupid“, a campaign that encourages consumers to take risks and move beyond the smart and sensible track for life. The campaign, developed at Anomaly London, includes online, press and outdoor advertisements featuring “stupid” acts, a digital recruitment campaign for the Diesel music video/2010 catalogue, and viral activity outlining the company’s Stupid philosophy.
http://theinspirationroom.com/daily/2010/diesel-be-stupid/
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