Diesel

Diesel was established by Renzo Rosso, who was born in 1955 in north-eastern Italy. Rosso’s family ran a small farm. At the young age of 10 Rosso began to breed rabbits and his farm quickly grew, illustrating his magnificent business skills and gave him his first taste of fast growing profits. Rosso was not interested in study and at the age of 15 he heard a new textile and manufacturing school was opening, he believed it would be easy to graduate at the new school and he did graduate and at the same time he discovered that he had a flair for fashion design. Five years later Rosso began to design his own clothes and joined a local textiles company several years later called Moltex, they specialised in manufacturing pants. Moltex was led by Adriano Goldschmied.

Rosso started designing his own clothes at the early age of 20, while continuing to work at Moltex as a production manager, working at a low rate and for commission. Soon enough Rosso helped to turn the company around completely and after learning significant skills he left the Moltex Corporation. In 1978 Rosso formed a new company with leader of Moltex and held 40% of the new company they named Genius Group. While with the company they created numerous brands such as Martin Guy, Ten Big Boys and of course the creation of Rosso’s Diesel brand.

Rosso had created his own Diesel menswear line by 1979, this led to the company’s first international sale in 1981 and by 1982 they had their own factory outlet store selling many of Rosso’s Diesel collections. The diesel for kid’s line came out in 1984, this extended the diesel market to people of all ages and branched out from the main focus of jeans. In the 80’s the sales of the Diesel brand clothing amounted to about $5 million per year, by mid 1990’s sales reached a top of $130 million and the diesel brand had reached over 40 countries.

In 1994 Diesel branched out once again and created its sportswear line called 55-DSL. Following this Diesel introduced its first range of shades. The sunglasses were a huge success and led the company to begin its own perfumes and fragrances, that were manufactured by Germany’s Marbett, and continued to extend to footwear, luggage, and, in a license granted in 1999, watches made by Fossil.

Diesel perfumes and fragrance are radiant, sensual and aromatic. The range varies with names such as Fuel for Life, Green Diesel Men, Green Diesel Women, Plus Plus Feminine, Plus Plus Masculine, Zero Plus Feminine, Zero Plus Masculine and the new fragrance by Diesel is Only the Brave.

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