Since its launch in the late 70s, Diesel has become one of the most desirable fashion brands in the world. Known for its quirky designs and irreverent advertising campaigns, it has become synonymous as one of the world’s leading fashion and lifestyle labels.
Best known for its high quality jeans, in recent years, the Italian company has branched out to include a complete range of clothing, fragrances, jewellery and the ever-popular Diesel watches. In this article, we’ll take a look at some of the key points in the history of this iconic label.
1955 – Founder Renzo Rosso born in Brugine, northeastern Italy. Rosso’s head for business became clear at the age of 10, as he began successfully breeding rabbits on his family’s farm.
1979 - First Diesel menswear collection created.
1981 – Diesel brand goes international, now present in over 10,000 stores in more than 80 countries worldwide.
1984 – Diesel Kidswear collection launched. The following year, sales topped $5million and Renzo Rosso acquired 100% of the company from other shareholders.
1989 – Women’s collection launched as Diesel continued to expand, with a presence in over 40 countries and sales reaching $130million.
1991 – Hired advertising firm DDB Paradiset to handle marketing activity. Controversial advertisements help the company to become renowned the world over, and a leader in the jeans market.
1994 – Debut of new brand, 55-DSL, initially targeting the extreme sports market. First Diesel-branded accessories launched, with the introduction of Diesel shades, followed by watches and fragrances.
1996 – Launches first retail store in New York City.
2000 – Diesel launches 'fake' celebrity promotion, building a global campaign around its sponsorship of a Polish singer. This renowned piece of viral marketing helped the company gain further media attention and strengthen its brand awareness throughout the world.
By the turn of the century, the company had more than 120 stores in 80 countries worldwide. Customers can also shop Diesel online, with many internet retailers stocking the full Diesel collection.
