DIESEL

Diesel is a premium lifestyle brand with a cult factor and is present in more than 80 countries - with over 5,000 points of sale worldwide and 400 monobrand stores. The company was founded in 1978 by Renzo Rosso with the intention of creating the most innovative denim products in the world. In the midst of a global oil crisis where diesel was seen as an alternative fuel, Renzo liked the idea of promoting his brand as an alternative denim brand, in contrast to the already existing and dominant big casual wear brands. Since its inception, Diesel has evolved from a leading pioneer in denim to a premium casual wear brand, creating a genuine alternative to the established luxury market. Today, the product range includes an incredible range of complementary items, including eyewear, watches, perfumes, strollers and helmets - not to mention the Home Collection. Despite the growth, Diesel's philosophy has remained unchanged: the brand stands for passion, individuality and self-realization.

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DIESEL

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