In 1978 Renzo Rosso started Diesel to create the world’s most innovative denim. Amidst a worldwide oil crisis, during which diesel was considered an alternative fuel, Renzo liked the idea of his brand being known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. Renzo intended to reach the entire world since the brand’s inception, making the word “diesel,” an international term pronounced equally worldwide, the perfect name for his endeavor. Since its start, Diesel has used “For Successful Living” as a slogan for the brand’s DNA.


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