Diesel

Diesel is an Italian fashion house founded in 1978 by Renzo Rosso, built on the idea that denim could be a platform for creativity rather than convention. From the beginning, the brand set out to challenge the established denim market, offering jeans that felt distinctive, directional and unapologetically individual.

The name “Diesel” was chosen during the oil crisis of the late 1970s, when diesel fuel was seen as an alternative energy source – a fitting symbol for a label determined to do things differently. Through the 1980s and 1990s, Diesel became known for its innovative washes, treated finishes and bold cuts. Stonewashing, distressed effects and experimental fabric treatments helped define a new era of premium denim, giving the brand a recognisable aesthetic that balanced European tailoring with rebellious attitude.

Diesel also built a reputation for its provocative and often ironic advertising campaigns, positioning itself as more than just a jeans label. Over time, the brand expanded into a complete lifestyle offering, including ready-to-wear collections, footwear, accessories and fragrance, while denim remained firmly at its core.

Headquartered in Breganze, Italy, Diesel continues to combine Italian design expertise with technical innovation. Its approach to fabric development and wash experimentation ensures that each collection pushes the boundaries of what denim can be, both in look and construction.

Since 2020, under the creative direction of Glenn Martens, Diesel has entered a renewed and confident chapter. Drawing on the brand’s archive while introducing contemporary silhouettes and runway-led concepts, Martens has re-energised Diesel for a new generation.

Today, Diesel stands as a global name in premium denim – rooted in Italian craftsmanship, defined by experimentation, and driven by a fearless sense of individuality.