Since its inception in 1978, Diesel continues to be one of the world’s most innovative international lifestyle brands.
Founded by Adriano Goldschmied and Italian entrepreneur, Renzo Rosso, the brand was introduced as a new casual clothing brand among the Genius Group, an affiliation of 14 separate clothing labels with a unique style and concept.
The name Diesel was chosen because it is easy to understand and pronounced the same way throughout the world. At that time, diesel was considered an ‘alternative energy’ and it was rather fitting that Rosso’s vision for the brand, accordingly, was to cater for an alternative taste in fashion with a brand that would stand for passion, individuality and self-expression.
In 1981, Diesel began expanding to other markets and, in 1984, the Diesel Kids Line was introduced.
In 1985, Renzo Rosso left the Genius Group and took complete control of the Diesel brand. The rest, as they say, is fashion history…
Throughout the decades that have followed, Diesel has remained a leading brand, setting benchmarks in the fashion and clothing industry all along the way. Diesel has evolved from being a pioneer in the world of denim into the realm of premium casual wear, becoming a true alternative to the established luxury market.
With no less than 3000 new products every season, all fuelled by creative freedom and constant innovation to deliver the absolute ultimate in cutting edge apparel and accessories, Diesel is not just fashion – it’s a lifestyle, with collections that include: Diesel, Diesel Black Gold and Diesel Kid.
Diesel has joined forces with several leading companies and, under the creative leadership of Andrea Rosso, the brand has broadened their horizons to bring you even more.
Browse our range now to complete your Diesel look with accessories by Diesel and other leading brands. For watches and jewellery tailored to perfection, Diesel has partnered with Fossil, an established supplier of stylish timepieces. From reinvented archive opticals to contemporary mixed-material sunglasses, shop the Diesel eyewear range. Push the boundaries and challenge conformity with Diesel fragrances from L’Oréal.
While Diesel is a brand most often associated with high fashion clothing, shoes and accessories, the brand recently collaborated with AGV to create the coolest collection of motorcycle helmets for fashion conscious motorcyclists.
If it’s wheels you’re looking for, Diesel has partnered up with Pinarello, another Italian brand, to create the ‘Only the Brave’ single speed bicycle, as well as Bugaboo, to bring you stylish strollers with the bold and daring Diesel look.
The collaboration between Diesel and Monster to bring you the groundbreaking Vektr super-light, ultra-performance headphones will change the way you listen to music.
If you perceive your home to be an extension of your personal style, you’ll love the Diesel complete home collection, a stylish collaboration of home decor with giants of the industry, Foscarini, Moroso, Zucchi, Seletti and Scavolini.
Browse the Diesel brand to find the perfect source of self expression, style and individuality.