Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand and pronounced the same way around the world. At that time, Diesel was also considered an "alternative energy", so the word stood for an alternative taste in fashion.
Diesel is a truly worldwide organization. From its headquarters in Braganza in the Veneto region of Italy, it directly manages around 20 subsidiaries across Europe, Asia, and the Americas. It is now present in more than 80 countries with 5,000 points of sale and more than 500 Diesel mono-brand stores.
The Diesel brand has moved far beyond apparel into accessories, fragrances and interiors. While still providing the best in denim and casual wear, it also embraces a contemporary collection, Diesel Black Gold.