A chain of "passion" that shatters existing frameworks and celebrates freedom
1978 | MOLVENA, ITALY | Renzo Rosso

Molvena, a small town in northern Italy. In 1978, the story began quietly, yet powerfully, with the ambition of one man. Renzo Rosso, the founder of Diesel, established the brand at the young age of 23. At the time, the world was dominated by luxury for the privileged class and conventional, formulaic attire. But what he craved was a "brave alternative" that belonged to none of those categories.

Renzo's passion for fashion dates back to his teenage years, when he sewed a pair of trousers using his mother's sewing machine. At that moment, he was captivated by the idea that clothing was not merely layers of fabric, but a raw expression of self. In 1975, he joined Goldmine (later the Genius Group), where he met Adriano Goldschmied, the denim master who would become his fateful mentor. Amidst the turbulent period of overseeing numerous brands, he cultivated a keen insight into market niches and an unwavering aesthetic that prioritized creativity above all else.

The name "Diesel," which is part of the brand name, is deeply rooted in the historical context of the time when the company was founded. In the late 1970s, the world faced a serious oil crisis. It was then that diesel fuel, which was expected to replace existing gasoline, came into the spotlight. Renzo entrusted the meaning of "a new energy that will energize the world" to this word, and also focused on its universality, as it is pronounced the same everywhere in the world. It was also a declaration of his boundless ambition, that he had no intention of remaining a local brand.

Needless to say, denim is synonymous with Diesel. But what they unleashed upon the world was not merely an extension of work clothes. They entered the uncharted territory of "premium casual," where craftsmen meticulously processed the garments by hand to recreate the vintage look and feel of jeans that had been worn for years. By the standards of the time, the method of punching holes in brand new jeans, applying grimy processing, and selling them at a high price was even seen as the playful antics of a maverick. However, Renzo firmly believed that it was in this "imperfection" that the real allure and freedom of humanity resided.

Entering the 1990s, the brand accelerated its global expansion. The "For Successful Living" advertising campaign, launched in 1991, captivated young people with its sharp irony, humor, and provocative message. Rather than simply selling clothes, it posed sharp questions about societal rigid values. This exhilarating stance was the very same passionate rebellious spirit that Renzo had felt when he first sat at his mother's sewing machine.

Looking back at its history, it's clear that this brand has always strived to live up to the "Diesel" name, continuously fueling the massive engine of the fashion industry. For all those who want to break down the thick walls of preconceived notions and live life on their own terms, it's an endless cheer of passion that resonates even today without fading.