One of the 14 brands of the Italian denim fashion brand DIESEL

DIESEL is a famous Italian denim fashion brand founded by Renzo Rosso in 1978. It was then one of the 14 brands owned by the Italian fashion company Genius. DIESEL was still a second-tier brand at the time.

Renzo Rosso explained the meaning of the brand: "The word DIESEL is short and squeaky, and it makes people catch up. Although there are customers who think that we are selling diesel engines, this is exactly what our jeans are - vibrant and vibrant." Not to name Brand naming, and replacing it with DIESEL, also contains historical background considerations.

DIESEL originally intended to be "diesel". In 1972, the world faced a serious energy crisis, and diesel-powered engines were more efficient than gasoline's kinetic energy. In other words, diesel was a hot star of the day and could be considered a trend product. It was named after this, and DIESEL's source of inspiration is derived from the daily life of the bits and pieces, closely related to the flow of the tide, and the young character of the brand is justified.

DIESEL Founder Renzo Rosso

Prior to the establishment of DIESEL, Renzo Rosso sewed the finest fit jeans for the Italian royal family, making the Royal Family very satisfied and well received. However, in reality, the amount of money earned was not high, and the nobility of the royal families was scarce. Therefore, Renzo Rosso and Adriano Goldschmied decided to establish a company that could provide jeans of all sizes, quality, and reasonable price to all the general public.

Initially DIESEL's concept of vitality was not so easy to accept. DIESEL's iconic holes, stains, hand-rinsed and worn Dirty jeans were always subjected to customer complaints of quality - they mistakenly thought it was defective. Thirty years later, the DIESEL brand became the sexiest symbol and fans of the DIESEL brand spread across the globe. In 2008, DIESEL held the "DIESEL xXx" theme event of the twenty-four-hour uninterrupted party in 17 cities around the world on the 30th anniversary of DIESEL, and launched the "Dirty Thirty" limited edition jeans.

"Dirty Thirty" Limited Edition Jeans

DIESEL's style is young and creative. The inspiration comes from daily life. It is closely related to the tide. DIESEL did not lower the price from the outset and did not please most of them. DIESEL and its customers formed a niche and smug communication, as Renzo Ross said: “DIESEL never induces customers to buy anything, but It is a feeling of passing on life. I believe in the intelligence of customers. They also trust me."

DIESEL is an impressive collection of clothing with the distinctive "D" lettering, designed primarily for denim and men's and women's clothing. DIESEL has launched different series for different consumer groups, including DIESEL, Diesel Black Gold (high-end clothing designed by Andreas Melbostad), 55DSL (street fashion designed by Andrea Rosso), and Diesel Kid children's clothing.

DIESEL Kid

Diesel Black Gold 2016 Winter

DIESEL's advertising is known around the world for its clear-cut banner. For many years, DIESEL's ads have always shocked the audience and brought them laughter and inspire their curiosity. And therefore won countless trophies. The "Be stupid" advertising campaign launched in the spring and summer of 2010 caused a worldwide sensation. At the Cannes International Advertising Festival that year, the "Be Stupid" campaign won the highest award for outdoor advertising awards in one fell swoop.

Smart may have the brains, but stupid hasthe balls.

The wise man has a brain fool

Smart critiques, stupid creates.

Wise man criticizes fool innovation

Smart had one good idea and that wasstupid.

The wise man thinks consciously but the idea is silly

DIESEL Brand Events

In 1978, Renzo Rosso created the DIESEL brand.

In 1979, the DIESEL men's collection was born.

In 1984, the children's clothing line DIESELito was born and later changed its name to DIESEL KID.

In 1985, Renzo Rosso repurchased the DIESEL brand completely.

In 1989, DIESEL women's clothing was born.

In 1996, DIESEL opened its first flagship store on Lexington Avenue in New York.

In February 2008, DIESEL Black Gold's advanced ready-to-wear collection was launched. The creative director was Wilbert Das. DIESEL Black Gold was an over-popularization of DIESEL's mainline. Pioneer, expensive, only suitable for a few people.

In 2013, Alessandro Bogliolo became the new global CEO. Nicola Formichetti was appointed artistic director of DIESEL.

In October 2014, DIESEL first participated in the Shanghai Spring and Summer Fashion Week international brand release for the 2015 season, and continued to bring DIESEL PARTY to Shanghai in the next few times.

DIESEL artistic director Nicola Formichetti (left) and founder Renzo Rosso (right) visit Shanghai

DIESEL founder Renzo Rosso and supermodel He Sui, artist Li Yuchun

DIESEL showcasing international brands in autumn/winter Shanghai Fashion Week 2015

Autumn/Winter 2015 Shanghai Fashion Week International Brand Launches DIESEL Show

At the Shanghai Fashion Week 2016 Autumn/Winter Fashion Week, BoF founder, Imran Amed, talked to Diesel Global CEO Alessandro Bogliolo, sharing the remodeling of the DIESEL brand, understanding new technologies and applications, and understanding and exploring the Chinese fashion market. .

DIESEL PARTY@Shanghai Fashion Week International Brand Release