The brand Diesel was born more than 20 years ago and is today an innovative international design company, manufacturing jeans and casual clothing as well as accessories. It is present in over 80 countries with 10,000 points of sale and almost 50 company-owned stores.
When Renzo Rosso founded the company in 1978, he wanted it to be a leader, a company which took chances and carved out a niche for itself in its field. He surrounded himself with creative, 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 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 follow their own independent path in life. Particularly for those who decide to express their individuality also by the way they dress.
From the very beginning, Diesel's design team turned their backs on the style-dictators and consumer forecasters of the fashion establishment and let their own tastes lead them. It is for this reason that Diesel immediately became a leader in developing styles, fabrics, manufacturing methods and quality control, guaranteeing an outstanding 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 globe, 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" include mile-stones like 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 5 continents.
Most of Diesel's current production is outsourced, to small and medium-sized companies. Production of denim jeans is based exclusively in Italy. All international logistics operations (wholesale and retail) are centrally managed and carefully controlled.
Today Diesel is a global concern with a consolidated annual turnover of 575 billion Lire (US$ 330 millions), 85% of which is generated outside Italy. The Headquarters are located in Molvena, in the north-eastern part of Italy, where the company manages 17 subsidiaries across Europe, Asia and the Americas. Diesel employs over 2650 people worldwide (1230 in Wholesale and 1420 in Retail).
RENZO ROSSO, THE MAN BEHIND DIESEL
In the case of Diesel, the individual who has powered the company's growth is Renzo Rosso. Born in 1955 in the north-east of Italy, he attended an industrial textile manufacturing school and after graduating in 1975, began making his own clothing. In 1978 he joined forces with several other manufactures in his region to form the Genius Group, which created many successful brands still widely known today, such as Katherine Hamnett, Goldie, Martin Guy, Goldie, Ten Big Boys and, of course, Diesel. In 1985 Renzo took complete control of Diesel by buying out the other partners and becoming the sole force behind the brand. Thereafter the company began a period of remarkable growth and expansion.
It was thus that, in 1996, Renzo Rosso and Diesel received the "Premio Risultati" award from the prestigious Bocconi Institute in Milan for being the "Best Italian Company of the Year". Renzo was also nominated by American Ernst & Young as "Entrepreneur of the Year" for 1997 for the company's strong moves in the U.S. In December 1997, the English music and trend magazine "Select" included Renzo in a special classification of the 100 most important people in the world who will contribute to the shape of the new Millennium. Renzo is an idealistic, passionate man whose motto is "Diesel is not my company, it's my life".
THE MAIN PRODUCT LINES ARE:
D-Diesel - a collection focused mainly on denim for men and women full of unique details and constantly new finishings
DieselStyleLab - a high-end casual collection pioneering in design, fabrics and product innovation for an individual dresser who looks for new design and enjoys wearable clothing
Diesel Kids - clothing for young people who love the thrill of exploration. Bright colors, confident, modern lines - gutsy clothing for a gutsy generation
55DSL - a strong and independent sportswear collection, anti-gravity clothing for lovers of emerging extreme and action sports and for the new generations
"Diesel isn't just about making clothing and accessories. Its design team is creating Diesel 'spaces' which help communicate the message and the feeling of the products it is selling"