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Diesel is a fashion industry legend. A pioneer in the world of denim and casual wear, it has always remained both outside and ahead of trends. Never forsaking its original DNA, it has evolved into an iconic global lifestyle brand.

Despite Diesel’s extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978. He envisaged a brand that would stand for passion, individuality and self-expression. Today,Diesel continues to blaze its own trail. It is on a continuing mission to challenge the status quo, experiment with new ideas, innovate and provoke 

Consumer profile

25-45 years, men & women
like to stand out without
seeming eccentric

key strength

inimitable lifestyle icon
urban appeal
denim ,rock ,military
an authentic
experimentation with materials