Diesel is an international company producing jeans, casual clothing and accessories (bags, belts, hats, gloves). The phenomenal success of the company can be attributed to its production of high quality clothing and world wide demand from the youth culture. Today it is the leader in new style designs, materials and technologies. It is present in over 80 countries, has 5000 resale outlets and 270 company stores. In spite of having production facilities all over the world, 100% of the Diesel jean production is in Italy.
The history of Diesel stores started in 1978. Rezno Rosso, the founder, started a corporation with innovators who as a rule rejected the typical design of the clothing industry. The designers were given creative license with their creations, which produced a line of designer clothing that allows the individual to express their independent personality. The Diesel design team continually concentrates on dictating new fashion trends and is a leader not only in the development of new styles but also in the use of high quality fabrics for the production of their goods.
The world, by Diesel’s philosophy, is one big micro culture. The employees of the company are a mix of different personalities from all over the globe, who share a non conventional but very productive way of working, which often makes it a subject of study for international consulting companies and universities.
The main product lines are:
Diesel – a wide seasonal collection of casual pret-â-porter for women and men, focused on jeans full of unique details and finishing touches. The line of clothing includes over 40 different designs and 50 new colors every year.
Diesel Kids – the kids collection
55DSL – the brand name between the fashion culture and city culture, dedicated to professionally active young people, who pay special attention to the fashion trends.
The evolution of Diesel jeans has reached its apex with the creation of the Diesel Denim Gallery Collection – this strictly limited edition collection was created as an experiment. Once a month, a few pairs of individually numbered pants, uniquely created and ornamented exclusively as art pieces, go to the true fans of jeans world wide. Every series is limited to 300 pairs of men’s and women’s pants. The collection is only available in two Denim gallerias (in New York and Tokyo) and a few other select locations: Jones in London, Luisa via Roma in Florence, 10 Corso Como in Milan, Fred Segal in San Francisco, Villains Vault in LA, Maria Luisa in Paris).
Diesel licensed retailers: Diesel Hades – glasses Safilo (Italy); Diesel Shoes – GBMI shoes (USA); Diesel Time Frazes – Fossil watches (USA); aromas and cosmetics; writing tools Stypen (France) and the newest line of Diesel Jewellery.
