Diesel
Founded by Renzo Rosso in 1978, Diesel is an Italian design company that manufactures clothes for the young adult market. Initially, the brand offered high quality denim, but today, the Molvena based company extended its franchise into everything – from fragrances to underwear
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It all started when Renzo Rosso acquired the company he founded with his former AG Jeans boss Adriano Goldschmied in 1985. Three years later, Renzo Rosso made a bold move hiring Wilbert Das straight out of Fashion College. This proved to be an inspired decision since today, Das is the Creative Director and all of Diesel’s collections – licensed products included- are made under his careful supervision.
With annual sales of € 1.3 millions, 2,200 employees in 18 subsidiaries across the US, Europe and Asia, 500 retail stores, Diesel Clothing is a very influential name in the young adult clothing market. Their revenues are mainly derived from denim sales, but recently Diesel Kid – providing children’s wear and accessories - proved to be highly successful.
Today, Diesel has several production lines: Diesel (the main line), Diesel Black Gold (collection launched in 2007 for the casual-luxury segment), Diesel Kid (children’s collection) and Diesel Denim Gallery (which offers limited edition denim). The Diesel brand can also be found on footwear, bags and underwear. Diesel licensed collections include Fossil for jewelry and watches, fragrances by L’Oreal, and eyewear by Safilo. L’Oreal and Diesel also launched Fuel for Life in the fall of 2007. This event was followed by the launch of a mini-collection for Adidas named Adidas Originals Denim by Diesel in 2008. Recently, Helmet was launched by Diesel in collaboration with AGV, and thanks to the collaborations with Moroso and Foscarini Diesel Home was launched in the market.
Since 1988 to the present day, the creative force behind Diesel Clothing is Wilbert Das. Starting as a designer on the Accessories, Leather, Male and Kids lines, Das quickly ascended to the position of Creative Director which he holds since 1993. His responsibilities range from communication campaigns to directing all product designs, including accessory and clothing design, to advertising, merchandising, new media, retail and interior design, planning events and fashion shows and many others.
Diesel is an easy recognizable brand, as the style of Wilbert Das clearly emerges from all clothing and accessories. Fortunately, this style made Diesel Clothing a favorite among young adults and not only, and the brand keeps getting more popular every day.
