Established in 1978 in Italy by its founder Renzo Rosso, Diesel was created as a forward thinking clothing line for fashion followers that wished to express their individuality. With highly distinctive styling and provocative marketing, Rosso created a brand that has resonated with youth culture on a worldwide scale to this day. Over the years Diesel innovated especially in denim, creating a jeans line that pushed the boundaries in fabrication, washing processes, style and cut. Diesel expressed itself as a brand with a rock and roll soul which is expressed especially in its wide selection of printed t-shirts. Today, the company has over three hundred of their own brand stores and with Renzo Rosso still at the helm, Diesel’s future of producing interesting quirky fashion will be in safe hands.