Diesel

The beginnings of Renzo Rosso

Diesel is a company born from the hands of Renzo Rosso. He was born in northeastern Italy in 1955 and comes from a world far removed from fashion, perfumery or luxury in general. Indeed, he was born into a family of farmers and learned the tricks of business and negotiation out of necessity, from the age of 10. It was at that time that he was given a rabbit. A businessman at heart, Renzo Rosso set his mind on breeding it to sell the offspring. He soon counted more than 100 rabbits and realized the potential for profit. A less than diligent student, he decided at the age of 15 to enroll in a new Italian institute specializing in fashion. He graduated and then worked initially for a local company whose main activity was manufacturing trousers. There he was production manager and chose himself to negotiate with his boss a lower salary but with a commission component. His director agreed, and this considerably motivated Renzo Rosso. The company's profits soared, and he became his superior's partner, obtaining 40% of the company's shares.

The birth of Diesel

From 1978, several brands were created within the company, including Diesel Jeans. Renzo Rosso took the opportunity to develop his own style by designing a men's clothing collection starting in 1979. The brand then grew and expanded its exports internationally from 1981. Eager for recognition, Renzo Rosso also released a range of clothing in 1984, a year in which Diesel's sales already reached the sum of 5 million dollars a year! Renzo Rosso is a figure who has always known how to surround himself with highly creative and innovative people. Moreover, he never curbed his eccentricity, and this is undoubtedly what allowed him to stand out from all his other competitors. In keeping with this expansion, Diesel's first perfume was launched in 1996. Nevertheless, olfactory success truly arrived in 2007 with the creation of the Fuel For Life line. Diesel's fragrance range is now characterized by a touch of arrogance combined with deep elegance. Diesel products are now sold in more than 80 countries and through 300 stores. Moreover, this represents the tidy sum of 1200 billion euros in annual revenue as well as a collaboration with more than 3000 people!