Introducing Diesel, Italys Innovative
fashion brand
Diesel was introduced to the world of fashion thirty years ago as an
innovative denim design company which produced the highest quality
jeans, t-shirts and other quality clothing items for the mens fashion
market.
Since its birth in 1978 the brand has seen fantastic growth and is now
sold in over eighty different countries.
The founder of Diesel was Renzo Rosso and he set out with the aim of
making the brand a leader in men’s fashion. He surrounded himself with
creative people and began by designing unique pieces of clothing that
made the wearer stand out from the crowd.
He gave his designers the freedom to create stylish t-shirts that would
be popular across different cultures. Diesel was seen as rule breaker
that didn’t stick to the predicted trends and soon developed its own
style and loyal band of customers.
It is for this reason that Diesel soon became a leader in developing
styles, fabrics, manufacturing methods and quality control, guaranteeing
the customer an outstanding quality product.
In 1991 the brand began to expand outside its home country of Italy and
worked on an international marketing strategy that saw the brand move
into the UK and US market.
The brand has been able to successively expand across continents thanks
to its broad distribution platform. Although Diesel now outsourcers much
of its tshirt production jeans production still takes place exclusively
in Italy.
The brand has licensed the Diesel name to third parties for the
production of footwear, watches, eyewear and other jewelry but t-shirts
and jeans make up most of the fashion houses turnover.
The brand generates revenue over $350million every year, 15% of which
comes from Italy. It owns 200 of its own retail outlets and also sells
to high quality boutiques and independent stores.
Diesel has produced some controversial advertising campaigns with the
most recent showing the slogan “global warming ready” which showed
cities such as Paris and London after Global warming had taken place.
In 2007 the clothing company introduced a new luxury brand called Diesel
Black Gold which will compete above the current denim range.
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