“Diesel” is a company that many of us associate with high-quality and affordable jeans. Few people know that in addition to this, the brand produces men's and women's clothes, outfits for children, perfumes, watches, bedding, decor, underwear, furniture, bicycles and helmets for motorcyclists.
The company "Diesel" was born in 1978. Today, the brand is headquartered in Italy, in Molven. The company sells its products in more than 6,000 stores, 400 of them are the property of the brand.
Brand history
Renzo Rosso was born on September 15, 1955 in a family of ordinary farmers who raised rabbits. Even in his teens, his mother noticed a craving and talent for sewing. He sewed his first jeans with a lowered waistline and flared trousers at the age of 15.
Parents decided to give it to the Marconi Technical Institute in Padua. The guy graduated with honors from an educational institution and continued his education at the University of Ka-Foscari in the city of Venice at the Faculty of Economics.
After graduation, he is hired by Moltex as production manager. At that time, the company was engaged in sewing and developing models of clothes and accessories for other brands.
In 1978, Rosso tells his employer Adriano Goldschmid that he wants to leave the company in order to open a business. The talented guy does not want to let go and they offer him 40% of the company’s shares. Together they create the Diesel brand, the prerogative of which is the production of denim products.
Renzo Rosso got in, while jeans were at the peak of popularity and were one, along with the Coca-Cola brand, the U.S. calling card. Moreover, such clothes were very affordable, they just stopped considering them working.
How did the name appear
In the mid-70s, an oil crisis raged in Europe. At the peak of popularity was a more economical fuel - diesel. This word sounded on everyone's lips, and Renzo decided to take a chance. In the companies to which Rosso offered to sell their goods, 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 dense, but high-quality denim. To give her softness and individuality, Rosso experimented for the first time. He created abrasions on hard matter with stones, rubbing it on concrete. By 1981, the brand was very popular in Europe. Three years later, the company launched a line for children.
Jeans company "Diesel"
In 1985, Rosso became the sole owner of the company and relies on the production of jeans. The hallmark is a kind of torn denim pants. To create a unique design, the company's employees use graters, pumice, wash their pants in a semiautomatic machine with stones.
At the same time, the company acquired a logo. It depicts the profile of an Indian with a huge mohawk on his head. The brand has the slogan: "Diesel: only the brave."
The Diesel company was the first in the world to offer worn jeans. This innovation allowed the company to very quickly climb the wave of popularity. The next experiment of the brand was dyeing fabric in different colors. Pink, red, black, green trousers really liked the fans of the brand.
Rosso was the first to invent jeans made of lycra fabric. Denim skinny simply struck the imagination of women, and men - even more so. The fashion of denim pants emphasizing the bends of the body has become simply rampant.
Bright advertisement
In 2001, Renzo Rosso held one of the most expensive and scandalous advertising campaigns in the history of fashion. He spent $ 15 million on her. Only black guys and athletic girls participated in her training. To do this, he specially released a newspaper called The Daily African.
The publication was full of photographs of African-American models dressed up in Diesel clothes. There were headlines in the newspaper that Africa should become the world's dominant power. For a striking and unusual marketing move, the company received the Golden Lion at the Cannes Lions International Advertising Festival.