1978
Diesel was founded in 1978 by Renzo Rosso.
He wanted the company to take chances and with creative and talented innovators like himself he rejected ‘the slavish trends following typical of the fashion industry.’
In order to create the most dynamic and imaginative product, Rosso surrounded himself with talented people. The design team was open-minded and he gave them broad stylistic freedom and allowed them to express their individuality, the Diesel design team was headed by Wilbert Das and the mission was to create an apparel line perfect for independent people who follow their unique path in life.
In the beginning Diesel was focused on making quality clothing, and has now become part of youth culture worldwide. Diesel is a pioneer in manufacturing, fabrics, and new styles; innovative; and present in 80 countries.
http://www.diesel.com/heritage
BRANDING
An example of how Diesel illustrates that it is great (and romantic) to be stupid:
BRANDING
An example of how Diesel illustrates that it is great (and romantic) to be stupid:
