"Diesel" - a company that many of us associate with quality and affordable jeans. Few people know that in addition to this, the brand produces men's and women's clothing, outfits for children, perfumes, watches, bedding, decor items, underwear, furniture, bicycles and helmets for motorcyclists.
The Diesel company was born in 1978. Today the brand is headquartered in Italy, in Molven. The company sells its product in more than 6,000 stores, 400 of which are owned by the brand.
Brand story
Renzo Rosso was born on September 15, 1955 in a family of ordinary farmers who raised rabbits. Even as a teenager, his mother noticed his craving and talent for sewing. He sewed his first jeans with a low waistline and flared legs at the age of 15.
The parents decided to send him to the Marconi Technical Institute in Padua. The guy graduated with honors from an educational institution and continued his education at the Ca Foscari University in the city of Veniceat the Faculty of Economics.
After graduation, he is hired by Moltex as a production manager. At that time, the company was engaged in tailoring and designing clothing and accessories for other brands.
In 1978, Rosso tells his employer Adriano Goldschmid that he wants to leave the company in order to start his own business. They do not want to let the talented guy go and he is offered 40% of the company's shares. Together they create the Diesel brand, whose prerogative is the production of denim products.
Renzo Rosso fell into the current, while jeans were at the peak of popularity and were one, along with the Coca-Cola brand, the hallmark of the United States. In addition, such clothes were very affordable, they just ceased to be considered work clothes.
How the name came about
In the mid-70s, the oil crisis raged in Europe. At the peak of popularity, there was a more economical fuel - diesel. This word sounded on everyone's lips, and Renzo decided to take a chance. In companies to which Rosso offered his goods for sale, they might not immediately understand that they were offered clothes. The name was associated with fuel, but not with jeans. However, the brand quickly became popular.
Denim is a fairly dense, but high-quality denim. To give it softness, and individuality to the products, at first Rosso experimented. He created scuffs on hard matter with the help of stones, rubbing it against concrete. By 1981, the brand was very popular in Europe. Three years later the companylaunched a line for children.
Diesel jeans
In 1985, Rosso becomes the sole owner of the company and bets on the production of jeans. Peculiar torn denim trousers become a calling card. To create a unique design, the company's employees use graters, pumice, wash pants in a semi-automatic machine with stones.
At the same time, the company is getting a logo. It depicts the profile of an Indian with a huge mohawk on his head. The brand has a slogan: "Diesel: only the brave".
Diesel was the first company in the world to offer jeans with a worn look. This innovation allowed the company to quickly climb the wave of popularity. The next experiment of the brand was the dyeing of fabric in different colors. Pink, red, black, green trousers are very popular with fans of the brand.
Rosso was the first to come up with the idea of sewing jeans from fabric with lycra. Denim skinny just struck the imagination of women, and men even more so. The fashion for emphasizing the curves of the body of denim trousers has become just rampant.
Bright advertising
In 2001, Renzo Rosso ran one of the most expensive and scandalous advertising campaigns in fashion history. He spent $15 million on it. Only black boys and girls of athletic build participated in its preparation. For this, he specially published a newspaper called The Daily African.
The publication was full of photographs of African American models dressed inDiesel clothes. The newspaper carried the headlines that Africa should become the world's dominant power. For a bright and unusual marketing move, the company received the Golden Lion at the Cannes Lions International Advertising Festival.
