Diesel Fashion House
By James Philips

Authentic Italian brand Diesel has come a long way since Renzo Rosso founded it in 1978. Rosso, together with his former boss Adriano Goldschmied, made fashion history in Molvena and created a line that has transcended sense and style. Weaving inspiration from the young adult market, they started making their mark in casual wear, particularly jeans. From this humble beginning, Diesel soared up the fashion summit. After more than 30 years, Rosso succeeded in making the brand known for its diverse collection of clothing, accessories and even furniture, spreading its wings to over 80 countries.

Diesel's home is Italy. Its biggest store is located in Milan where the brand's signature jeans are manufactured. As Rosso envisioned to make Diesel the leader in its field, he gives Italy credit for the brand's creativity. His fashion core was formed here. The same core drove him to pursue a steady path for the brand. Despite changing needs and demands of generations, Rosso managed to stick to Diesel's original style-independent and free. This kept its position in the fashion ladder and maintained its niche amidst various style influences.

In 1985 Rosso hired Wilbert Das who made the brand's expansion possible across continents. Das became Rosso's head designer and creative director. Under his direction, Diesel multiplied its production. Das fashioned Diesel Black Gold--a casual luxury line launched in 2007, Diesel Kid and Diesel Denim Gallery, which offered limited edition denim sold in art-inspired gallery stores. From planning fashion events, merchandising, store interior design to media advertising, Das ensured the brand's image, style and dedication to its market.

In 1991, Diesel's flagship store in New York City's Lexington Avenue opened. The brand's popularity was unstoppable. Stores spread worldwide with an extended line of products. In over 80 countries, Diesel carries signature, watches, bags, wallets, eyewear, fragrances and footwear aside from its popular line of clothing. It has around 5,000 points of sale and more than 300 independent stores.

As the world embraced Diesel, Rosso felt the need of giving more. With the able assistance of Das, he collaborated with Safilo to make stylish eyewear. He worked with Fossil to have an elegant line of watches and jewelry. In 2007 Diesel launched Fuel for Life, its intimate fragrance collection, in partnership with L'Oreal. Lingerie producers of Victoria's Secret laid the foundation of the brand's underwear line. Recently, Diesel Home was launched in cooperation with Moroso and Foscarini, highlighting top of the line furniture and other home pieces.

What kept Diesel going? Authenticity and independence fuel the energy of the brand. Keeping Rosso's vision in mind, the creative team behind Diesel focuses on the broad possibilities carried by people wearing it. Diesel's product line is designed not to inhibit but explore.

Browse all Diesel Perfumes at our Mens and Womens Perfume Store. Also, read more about Diesel fragrances by visiting us at PerfumeCenter.

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