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Diesel

Diesel

Diesel is an Italian clothing company that specializes in high-end denim and other clothing and accessories founded in 1978 by Renzo Rosso, when he was working for a clothing manufacturer called Moltex, which was owned by Adriano Goldschmied. Diesel is known for its diverse clothing collections for men, women and children of all ages. Its style in particular is known for taking elements from rock-and-roll for its collections of chic yet casual denim wear that have built the brand a reputation for embracing provocative clothing styles. With a loan from Rosso’s father, he was able to buy a 40 percent holding in Moltex, which he renamed to Diesel. In 1985, Rosso bought out Goldschmied’s holding in the Diesel company for $500,000 USD. By 2009, turnover was over €1.3 billion EUR. Diesel’s current parent company is the OTB group, which is also owned by Rosso, and also includes Maison Margiela, Marni and Viktor & Rolf. In 1997, Rosso was awarded the ‘Entrepreneur of the Year’ award for his design work for Diesel. Diesel’s lines also include Diesel Black Gold, a higher end line founded in 2008, as well as a home collection line launched in 2009. Diesel continues to uphold its reputation as a very sexy and edgy brand by also delving into similar-minded projects for other creative industries. For example, in 2011, the Italian label launched an exhibition with celebrity photographer Terry Richardson at the Hong Kong International Art Fair. In 2012, it partnered with provocative Italian artist Maurizio Cattelan for a collaborative special edition issue of avant-garde magazine publication Toilet Paper.

Diesel Queen's Road Limited Edition Watch
Terry Richardson x Diesel T-Shirt
 Diesel x Pinarello “Only the Brave” Urban Bike
Diesel x adidas Originals 2011 Fall/Winter Collection
HONG KONG Terry Richardson Book by Diesel
Diesel x Pinarello Bike
Diesel x adidas Originals Footwear Collection
Swizz Beatz & Kevin McCall featuring Diesel & Chris Brown - Freaky I Iz
SKATEISTAN: TO LIVE AND SKATE KABUL
Big Sean Talks Fashion Inspiration

2013

Nicola Formichetti joins as Creative Director

2012

Launches a special edition issue of Toilet Paper magaine with Italian artist Maurizio Cattelan

2011

Celebrates 30 years with a worldwide party, xXx
Launches exhibition with photographer Terry Richardson at the Hong Kong International Art Fair

2010

Launches the first interactive video catalog

2007

Holds the first live streaming of a fashion show ever in history

1997

Renzo Rosso is award "Entrepreneur of the Year" award for his design work for Diesel

1995

Launches website

1978

Founded by Renzo Rosso
 
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