A bit more about Diesel
Diesel has long been a leading pioneer in denim and casual fashion, known for moving outside and ahead of trends in its industry. While retaining always its DNA, in recent years Diesel has evolved into the world of premium casual wear, becoming a true alternative to the established luxury market. Continually attracting new fans from all around the world, the label’s cult international following spans ever farther from the tranquil rolling hills of Molvena in northern Italy, home of the company's world headquarters. Despite Diesel’s extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978: he envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. “Diesel Planet” has a population of 4,000 uniquely different people; this colourful, cosmopolitan crowd shares a passion for adventure and experimentation in every field, from fashion design and graphics to store interiors, retail and marketing. Diesel thrives on change: it produces no less than 3,000 new products each season and each one derives from a process of enormous creative freedom, thus ensuring constant innovation.
DIESEL = CREATIVITY & COMMUNICATION
There’s a unique characteristic flowing through each Diesel product, from clothing to ad campaigns. This approach is made possible by extraordinary teamwork behind the scenes. The Diesel Creative Team, headed by its long-time Creative Director Wilbert Das, comprises not only those who design clothing, but also the talents behind graphic design, advertising, events & shows, interiors, store windows and websites. Together, they create the Diesel universe.
All Diesel collections start with an inspirational journey. The Creative Team jets off to far-flung corners of the world seeking stimulation from any-and-all elements: antique, modern, or super-futuristic, there are truly no limits to what is explored. The designers return with notes, photographs and objects which are then moulded into a collection theme during a lively brainstorming session. Another famous aspect of the Diesel creativity is its advertising. Diesel’s early catalogues were extremely eclectic and have long been cult objects in design circles. From the early 1990s to the present day, Diesel’s Creative Team has executed the legendary For Successful Living advertising campaigns in collaboration with a variety of talents, some of whom were obscure and unknown while others were among the most famous names in the field of fashion photography. While Diesel’s print ads continue to generate controversy, from 1992 to 2004 the company also made a daring series of advertising films that are regarded as landmarks in the fashion business. Diesel’s ads have generated shock, laughter and disbelief, as well as shelf-loads of awards, as the Gold, Grand Prix, and Advertiser of the Year awards at the prestigious Cannes International Advertising festival. The ingredients of Diesel ads remain the same today: irony, provocation, intelligence, and sex appeal. Whilst never concealing the fact that it is ‘selling’, Diesel treats consumers as intelligent human beings who appreciate a thought-provoking message over a simple one. In fact Diesel has enjoyed such a strong and intimate dialogue with its consumers: more than half a million of them are members of the Diesel Cult, joining via the company's website. Diesel has won praise and even more awards for its work in the virtual world. Diesel.com, launched in 1995, has pioneered many innovations in new media marketing, and today provides a rich, interactive immersion into the Diesel Planet.
HISTORY
Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an “alternative energy” so it was representative of an alternative taste in casual wear. In 1985 Renzo Rosso acquired sole control of Diesel and surrounded himself with an international team of talented designers and staff, including the addition in 1988 of current Creative Director Wilbert Das. Diesel launched its first ‘For Successful Living’ advertising campaign in 1991, instantly establishing a reputation for innovative marketing. The brand’s first flagship stores, in New York, Rome and London, opened in 1996. In 2000 Diesel acquired Staff International, an Italian manufacturer and distributor of international designer labels. Two years later Renzo Rosso became a majority shareholder of Maison Martin Margiela.
THE COMPANY
Diesel is a truly worldwide organisation. From its headquarters in Molvena, it directly manages more than 17 offices across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, including more than 360 monobrand stores. Diesel is part of the holding Only the Brave, which also incorporates 55DSL - a brand strongly linked to urban culture and to street&urban-wear, Staff International - a well-known Italian company that manufactures and distributes brands such as Diesel Denim Gallery, Maison Martin Margiela, Sophia Kokosalaki, DSquared, Victor & Rolf, Vivienne Westwood and Marc Jacobs male collection - and Neuf, the owner and operating company of Maison Martin Margiela and Victor & Rolf, of which Renzo Rosso is a majority shareholder. In 2007, the holding’s revenues amounted to 1.320 billion euro. Renzo Rosso remains a strong supporter of ‘made-in-Italy’ manufacturing, continuing to produce a high percentage of Diesel collection in Italy; Staff International itself is one of the top 20 leading manufacturers of Italian luxury apparel.
PRODUCT LINES
Diesel has never promoted a ‘total look’, and its consumers are invited to choose from over 3000 products each season to combine in any way imaginable to create their own personal style.
Diesel – Luxurious casual apparel for men and women; each collection features unique details and unusual treatments and finishes. The line is truly vast, including all types of apparel, knitwear, leathers, while denim still remains a crucial element. The 5-pocket range showcases over 40 different models and hundreds of washes every season.
Accessories - Diesel clothing is completed by a wide range of bags, luggage, shoes and small leather goods, all in line with the unique and independent approach of Diesel. The latest brand’s development is an innovative collection called Diesel Intimate, presenting underwear and beachwear characterized by an unique and original twist.
Diesel Black Gold – that made its debut in NY on February 2008, showcasing for the first time its high end series of Men’s and Women’s apparel. Embracing the core Diesel characteristics of rebellion, its unpredictable spirit has evolved into a more contemporary style offering a fearless approach to dressing.
Diesel Denim Gallery – unique, collectible, limited edition pieces, from jeans that inspire the lust of collectors to original fashion with hand-crafted details.
While not everything can be manufactured within Diesel itself, all of the company’s licensed products are followed directly by the Diesel Creative Team and thus maintain the same high standards of quality and design innovation. Diesel Shades (fashion eyewear by Safilo, Italy), Diesel Time Frames and Jewellery (watches and jewels produced and distributed by Fossil, USA) and since 2007 also Fragrances thanks to an agreement signed with L’ORÉAL - Luxury Products Division.
Diesel’s new home collection called “Successful Living From Diesel” - all the iconic brand’s core values, its rebelliousness, irony and irreverence, have been translated into a new textile collection characterized by innovative, creative design, yet timeless vintage appeal, combined with an ultra-modern and quirky twist. The collection includes a range of products for the bedroom, bathroom and living room comprised of a full set of bedding, towels, robes, pillows and throws.
On top of it Diesel is developing new licences like the iconic Italian car Fiat 500 by Diesel and a Helmet named Diesel Movie Helmet.
Diesel Kids – A clothing collection for babies (3-24 months), kids (2-10 year olds) and teens (6-16 year olds) with an adventurous touch. Featuring bright colours and cool designs, they’re the clothes you wanted to wear when you were a kid.
DIESEL IS ALSO…
Talent Support – It’s almost impossible to list the many ways in which Diesel supports creative talent. But let’s try: starting with fashion. ITS (International Talent Support) is an annual competition for fashion students, now in its eight year, held in the Italian seaside city of Trieste. Diesel is a founding sponsor of the event, and the Diesel Award winner designs a capsule collection to be sold in Diesel stores worldwide. Meanwhile, budding talents in music can take part in DIESEL-U-MUSIC, an international search for unsigned artists created to provide an alternative path to the increasingly corporate music industry. In the art field there are diverse opportunities, including projects such as DIESEL WALL, which challenges contemporary artists to decorate blank city centre walls, bringing artistic expression and vibrancy to the streets. Another initiative is DIESEL NEW ART – an online gallery and creative competition designed to support up and coming artists.
The Diesel Farm - When a 105-hectare farm in the hills above Diesel HQs was threatened with redevelopment, Renzo Rosso stepped in. The farm has pasture, woodland and four hectares of olive trees. Just over a hectare is planted with vines bearing Chardonnay, Merlot, Cabernet Sauvignon and Pinot Noir grapes. Using traditional techniques, Renzo’s expert craftsmen produce three exclusive wines: Rosso di Rosso, Bianco di Rosso and Nero di Rosso. The unique collection of the Diesel Farm products is completed by two varieties of olive oil and an excellent Grappa di Rosso. As well as being Renzo’s home away from home, the Diesel Farm is a peculiar location for company meetings, brainstorming sessions, and many of Diesel’s legendary parties.
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