Exclusive jeans, luxury casual wear and best-selling perfumes. This is how Diesel declines, a firm that has positioned itself as unique in its segment. Its profitable collaborations, as well as some transgressive advertising campaigns are the hallmarks of the Italian brand. At the controls, its founder Renzo Rosso, who created the company in 1978.

Renzo, who had grown up on a farm, sewed his first pair of jeans at the age of 15 and began training in design until he joined the textile company Moltex. At only twenty years old, he asked his father for a loan to acquire 40% of the group's shares and created the Diesel brand, a nod to the prevailing oil crisis. A businessman, Rosso took over the entire Moltex group and the Diesel brand in 1985, which catapulted the fashion scene thanks to his successful marketing strategies.

In 2002, Renzo Rosso founded the OTB group (Only de Brave) to which other fashion companies such as Maison Martin Margiela, Viktor & Rolf or Marni. With more than 400 Diesel stores around the world, the OTB emporium placed this businessman on the Forbes list of the richest men on the planet for the first time in 2012.

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The Diesel style

Diesel is a company that sells a lifestyle through its original creations. Supervised by Renzo Rosso, more than 3,000 products are designed each season. In addition to the Diesel, Diesel Black Gold and Diesel Kid clothing brands, there are licenses with leading companies with which they have made alliances, such as Fossil for watches, Marcolín for glasses and L'Oreal, responsible for the development of their perfumes. Likewise, they have a wide line of decoration and have even created bicycles, helmets, headphones or a car for children, with the Bugaboo brand. Not surprisingly, the profitable collaboration with Adidas was a milestone for the sports brand, which marketed a line of jeans resulting from the alliance of the two casualwear giants.

The Italian brand has been related to Nicola Formichetti, a stylist for Lady Gaga, who debuted the brand in 2013 with two denim and leather collections. That same year, the Norwegian designer Andreas Melbostad went from being the designer of his women's collections to the creative director of the Diesel Black Gold line, where he is in charge of the entire image of the brand that offers luxury ready-to-wear for a public young and daring

As we've mentioned, his controversial campaigns have earned a place in advertising history on their own. Surreal, daring, sexual or committed, they aim to stir consciences and provoke without fear of censorship, which has withdrawn several ads in countries like the United Kingdom. In the last one, they dare to announce the death of Diesel with their campaign "Diesel is Dead" to fight against cyberbullying, hate on social networks and bullying. Far from its end, the brand is in top form. Long live the giant Diesel.