Diesel

Diesel - Designed in Italy, Demanded Worldwide!

There's no doubt that Italy is one of the leaders in the fashion design industry. Runways across the globe sport Prada, Fendi, Dolce and Gabbana, and other haute couture designers. The reaches of Italian fashion far outstretch the glitz and glamour of haute couture, however, as is proven by the astronomical success of Diesel. v Renzo Rosso is the founder of the Diesel brand. Rosso was born in Padua, Italy in 1955, the son of a farmer. He studied industrial textiles, and after graduating, he got together with some friends and created the Genesis Group in 1978, which created Diesel as well as some other brands, including Goldie and Replay. The name Diesel was chosen very carefully because it is pronounced the same in every language.

Though Diesel wasn't bringing in much money for the group, Rosso realized its potential and bought sole rights to the Diesel brand in 1985. Not having a background in marketing or advertising. Rosso jumped in feet first, opening a flagship store in New York City, directly across the street from the massive Levi's store. It was this type of bold planning and obvious marketing that made consumers take note.

Rosso is well known for doing things spontaneously, and for following the road less traveled. The international headquarters for Diesel is located in Molvena, Italy - a small town that, compared to Milan, seems to be in the middle of nowhere. The quiet surroundings and lack of hustle and bustle are both soothing and inspirational to Rosso.

Perhaps  just as popular as the jeans are the advertisements for Diesel. Rather than conforming to standards in fashion ads, Rosso decided to go for shock value and humor. Diesel's slogan is "For successful living", and their ads feature everything from homosexual sailors to Africa as an international superpower. They've created humorous ads that claim to have taken a poll about the most common types of stains found on their clothing, and they've even poked fun at religion.

In an attempt to deflate the trend of designers paying celebrities to wear their brands, Rosso announced in 2000 that they would be sponsoring a young Polish singer by the name of Joanna Zychowicz. After scathing reviews in the media accusing Diesel and Rosso of stooping to the level of those they eschewed, Rosso let the cat out of the bag - Zychowicz existed only in his imagination. An odd prank to pull for certain, but it resulted in another successful advertising campaign and strengthened attention for the brand.

Always fresh and creative, Diesel comes up with at least 50 new designs and washes for their denim every year. Diesel makes much more than just jeans though. Their women and men's casual clothing is very popular, and they've expanded into footwear and children's wear. They have also licensed their brand for leather accessories, eyewear, jewelry, and perfume. But it's the denim jeans with the unmistakable red stitching on the back pockets that have brought them fame, fortune, and international attention.

 Rosso and his company have won many awards for their products and their advertisements, including the Premio Risultat award in 1996 from the Bocconi Institute in Milan, for "Best Italian Company of the Year". Rosso was named in British music magazine "Select" as one of the "100 Most Important People in the World" who will contribute to the shape of the new millennium. Diesel has enjoyed many years of seeing their ads being run at the Cannes Film Festival as well.

Diesel appeals to both young and old. Teenagers save up their money to afford the high price tag for these fashionable jeans, and business people can wear them with a blouse or jacket on casual workdays. Their ads both mock young people and glorify them. Seeming to be anti-establishment, Diesel allows its faithful followers to feel original and unique while still buying products that are trendy and fashionable. It's a difficult path to continue along, but Rosso has found the way.

With flagship stores in Rome, London, Paris, New York, San Francisco, Amsterdam, Milan, London, and Tokyo, the Diesel influence is wide and undeniably global. They bring in over 360 million euros annually and employ over one thousand people worldwide in production.

For a company whose founder knew little about advertising and business, Diesel has become one of the most influential and fashionable clothing manufacturers the world has ever seen. Where Rosso's imagination and creative spirit will take the company next is anyone's guess, but it is certain that millions of consumers will be along for the ride.

By Carrie Grosvenor