This blog explores the history of how Diesel came to be what it is today.
Renzo Rosso, founder of Diesel.
How did Diesel begin? What made Diesel one of the most popular innovative brands in the world?
History
Diesel was created in 1978 by Renzo Rosso in Molvena, Italy. Rosso was looking for an alternative style, which is where the name came from. Diesel at the time was considered an alternative energy. Thus, Rosso used the name to create a brand that had an alternative sense of style that stood out from mainstream fashion. The birth of Diesel’s innovative image came in 1991 when the brand started its first advertising campaign, “For Successful Living.” In 1996, the brand spread oversees placing new locations in New York, London, and Rome. After establishing its name, Diesel signed with Staff International, one of the largest Italian manufacturing companies for designer brands.
A new era in Diesel’s brand began in 2008 with the birth of the Diesel Black Gold collection. This unique collection was taken up by Sophia Kokosalaki, a Greek designer who has played a significant role in the innovative style of Diesel Black Gold since 2010. Additionally, 2010 was a turning point for Diesel because there was a new artistic director named Bruno Collin. Collin was a French publisher and the founder of WAD magazine and he is now responsible for maintaining Diesel’s image as one of the world’s most innovative fashion companies.
Model Amber Le Bon (left) and designer Sophia Kokosalaki (right) at a cocktail reception for Diesel Black Gold Fall 2010.
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