Diesel is an Italian retail clothing company located in Breganze, Italy. Diesel's denim's products are produced exclusively in Italy.
Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and sell to his friends for five lira a piece. He later attended an industrial textile manufacturing college in Padua.
In 1978 he used a loan from his father to buy a 40% holding in the company he was working and changed its name to Diesel. He marketed jeans under the Diesel brand and many others.
Turnover was over €1.3 billion in 2009 and by 2010 the company had over 400 stores. In 2012, Renzo Rosso was listed on the Forbes Magazine list of billionaires.
The clothing line has two different brands: Diesel and Diesel Black Gold. There's also a line for children, called Diesel Kid. The company is known for its surreal advertising campaigns. Since 2013 the creative director has been Nicola Formichetti.
Products : shoes, bags.