NAME - RITIK KUMAR CHOURASIYA

Brand Diesel
In 1978, Renzo Rosso started Diesel with the intention of creating
the world’s most innovated denim. Amidst a worldwide oil crisis,
during which diesel was considered to be an alternative fuel, Renzo
liked the idea of his brand to be known as an alternative jeans
brand, in contrast to the prevalent casual wear giants that had come
before. Renzo intended to reach the entire world since the brand’s
very inception, making the word “diesel,” an international term
pronounced equally all over the world, the perfect name for his
endeavor.
In 1978, Renzo Rosso started Diesel with the intention of creating
the world’s most innovated denim. Amidst a worldwide oil crisis,
during which diesel was considered to be an alternative fuel, Renzo
liked the idea of his brand to be known as an alternative jeans
brand, in contrast to the prevalent casual wear giants that had come
before.
Brand Philosophy, Value
and Inspiration
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 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
Goals
1. Gradually switch to using sustainable materials (Brave Materials) in the production line by 2%
every year .

1 Invest !rst year’s pro!t to second and the second into the third etc.

2. Make the brand more sustainable .

1 Make sustainability as part of the Diesel lifestyle

2 Create awareness about Brave Materials .

3 Use controversial communication .

4 Educate the current stakeholders about sustainable fabrics, usage and manufacturing process.

.5 Advertise, show and use great designs for a range from the new sustainable fabrics
Product line
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 – Premium casual apparel for men and women; each

collection features unique details and unusual treatments
and finishes.

Accessories - Diesel clothing is complemented by a wide

range of bags, luggage, shoes and small leather goods, all in
line with the unique and independent approach of the brand.

Diesel Black Gold made its debut in NY on February 2008,

showcasing high-end collections of men’s and women’s
apparel.
1978-1988
The origins

Diesel was founded in 1978 by Renzo Rosso, who

immediately chose a provocative and revolutionary
approach for his jeans line. It was the first brand in the
world to offer vintage denim by directly treating the fabric
with an industrialised process.
The genius and innovation of the creative team led to the
creation of iconic collections, including Saddle & Cochise
and Cheyenne & Arizona, inspired by Native American
culture.
1988-1998
The myth

In the second decade, Diesel established itself as the coolest

brand on the market: producing not only jackets for truckers,
but also dominating the female audience with a new denim
tailored to suit their shape.
In 1993, Diesel launched the “Old Glory” line, a modern take
on jeans that became a wardrobe must-have.
1998-2008
Experimentation and avant-garde

The second millennium opens with a new series of jeans made with a
“dirty” wash and designed with a special yellow pre-dye, destined to
become Diesel’s signature jeans. Research and creativity are a
continuous hallmark of Diesel, which in 2005 created the “shadow wash”,
a technique of multi shades of indigo on a single garment.
In 2002, Diesel collaborated with fashion icon Karl Lagerfeld and
inaugurated the “Denim Gallery”, a collector’s series of limited editions.
2008-2011
The 30th anniversary

In 2008, on the occasion of its thirtieth anniversary,

which involved 17 cities around the world at the same
time, Diesel launched its limited edition “Dirty Thirty“,
which went on sale for just one day and sold out
immediately. In 2011, Renzo Rosso created the
JoggJeans, the first of their kind to be soft and
comfortable, adapting to everyday life.
2012 - 2020
The story continues

Diesel is always pioneering and experimenting with

denim using the most innovative fibres and fabrics, such
as Lyocell, Tencel and Coolmax, proving that denim is
not just casual wear but can be worn on any occasion.
The birth of Diesel Red Tag, the revolutionary platform
designed to host the new generation of designers: once
again, creating space for creativity and innovation.
In 2020, Glenn Martens started the new Diesel era,
which is increasingly focused on environmental and
social sustainability.