*** Welcome, please sign in ***
*** My Wishlist ***

You don't yet have any items in your wishlist.

Please login or register for an account.


Recently added item(s)

You have no items in your shopping basket.

Diesel Time Line

Happy 58th Birthday to Renzo Rosso - the founder of Diesel.  The amazing success of the Diesel brand continues to grow, from pioneering design that took denim to a new level, to the global brand that sets urban trends.  In additional to the Diesel Female and Male collections, Diesel Black Gold, Diesel Kids and 55DSL also feature, as well as highly desirable accessories including watches and jewellery, sunglasses, headphones and fragrances.  We take a moment to look at the milestones and developments of this remarkably successful global brand, and the man behind it all.

Diesel Time Line

15th September 1955

Renzo Rosso was born in Veneto, Italy in the region of Venice, his parent were farmers.


Textile manufacturing becomes a focus for Rosso, attending the Marconi Technical Institute to study the subject.  During this time, Rosso began to design and produce his own style of denim jeans, selling them where possible.


Rosso attends the University of Venice to study economics.


Rosso secures the position of Production Manager at Moltex, a clothing manufacturer.  Highly successful in this role, Rosso increased production significantly.  During his employment he met Adriano Goldschmied, Head of the Genius Group, the parent company of Moltex.


Wishing to start up business on his own, Rosso looked set to leave Moltex, however due to the success of his contribution to the company’s significant growth, Adriano Goldschmied took steps to convince Rosso to stay, and gave him a 40% share in Moltex, in addition to a stake in the Genius Group.  Significantly Goldschmied also agreed to start a new joint venture, and this resulted in Diesel being formed and the launch of its first collections featuring denim.


As the brand continued to evolve, an addition is made to Diesel’s portfolio, Diesel Kids clothing range is launched.


Rosso takes the decision to buy-out Adriano Goldschmied, using his stake in the Genius Group to seal the deal, and becomes sole owner of Diesel.


The international markets become the focus for Diesel, with their award winning marketing strategy Guides for Successful Living reflecting this.


Diesel’s marketing strategy moves to the media of television, with their advertising campaigns again proving to be award winning.


Wilbert Das, the Dutch designer, joins Rosso to become the Creative Director of Diesel.


55DSL was founded, originally a brand that was part of Diesel, its collections included urban fashion including active sports apparel for men and women.  FW94 Sub-zero Winter was the first of its collections inspired by Rosso’s love of snowboarding.


Ahead of the competition is launched.


Lexington Avenue, New York became the location of choice for Diesel to open their first flagship store, based in fashionable Manhattan directly opposite competitors including Levi’s.


With a move into the accessory market, Diesel and watch manufacturer Fossil began a collaboration, launching Diesel Timeframes, with the company’s first collection of watches reflecting Diesel’s design trends.

55DSL becomes a separate business and leaves its Italian base to move to Switzerland.


Staff International, an Italian fashion clothing company and manufacturers of Vivienne Westwood and Dsquared2 lines, is bought by Rosso.


Working together with Karl Lagerfeld, Diesel and Karl launched Lagerfeld Gallery by Diesel, the range was shown at Paris Fashion Week, with the limited editions of these pieces subsequently selling out in record time.


Rosso meets with the Dalai Lama, who inspires him to continue is work with those in need.

Continuing the push boundaries, Diesel become the first to launch an online fashion store.

55DSL relocates back to Italy, Andrea Rosso, son of Renzo becomes Creative Director.

August 2005

Following the success of the hugely popular and stylish watch collections offered by the Diesel and Fossil partnership, a global license agreement with Fossil is signed, for Diesel jewellery to be manufactured and distributed by Fossil worldwide.

February 2007

Diesel grow their portfolio with the introduction of their beachwear and intimates (underwear) collections for both men and women.

Autumn 2007

In conjunction with L’Oreal, Diesel extend their offering with Fuel for Life, fragrances for him and her.

February 2008

The launch of Diesel Black Gold takes place, offering a more tailored collection with a twist on contemporary fashion.


Diesel celebrated its 30th Birthday in style, broadcasting celebrations on the internet from its parties held all over the world, using a live feed and featuring performances by Chaka Khan, Daft Punk, and Mark Ronson, as well as many other tops names.  Cleverly the media campaign to promote the event was a massive internet success, reaching millions of viewers.

The Dirty Thirty limited edition jeans to celebrate Diesel’s anniversary were on sale for just one day and a worldwide sell out.

OTB (Only The Brave) Holding Company is set up by Rosso, which in time would include Diesel, Staff International, Marni, Viktor & Rolf and Maison Martin Margiela.

The Only The Brave Foundation began its work to focus on the support of the vulnerable and disadvantaged youth in Italy, primarily in the North East.  Founded by Rosso, the foundation grew and began to also offer support to those in need in Africa.

Another successful collaboration as Diesel work together Adidas on their collection, Adidas Originals Denim by Diesel.


Successful Living from Diesel is launched, diversifying into their first home collection.

The Only The Brave Millennium Village project begins, with the Only the Brave Foundation working in conjunction with the United National Development Programme, the Millennium Promise and the Earth Institute with a view to providing the community in Dioro, Mali, West Africa with facilities such as schooling and healthcare, as well as assisting those living in the community with the essentials for growing crops.

A collaboration on a car together with another famous Italian name – Fiat, resulted in the limited edition Fiat 500 by Diesel being launched.

Another addition to the brand was the motorcycle helmet range which was produced together with AGV, offering style as well as safety.


Rosso is awarded the accolade of Millennium Promise Millennium Development Goals Global Leader.

Diesel’s famous Be Stupid advertising campaign begins.

May 2011

Pinarello, a manufacturer of bicycles and Diesel collaborate to offer the Diesel bicycle.

October 2011

Rosso receives a knighthood in Italy, to become Cavaliere de Lavoro.

July 2012

The Brave Circle fund is set up by Rosso to assist those residents who lost their homes and businesses in Emailia-Romagna in Italy, following earthquakes which hit the region.  Rosso injected 5 million euros of his own money to start the fund, which together with Etimon Foundation provided micro-finance to those who needed it, to help rebuild their lives.

October 2012

The limited edition watches, Diesel X Mister Cartoon go on sale, produced in collaboration with the famous tattoo and graffiti artist, and featuring his designs.


Diesel move in yet another direction with the launch of headphones.  The Vektr, was a result of a joint venture with Monster, an American electronics company.

With a passion for motorbikes, Diesel work with Ducati, to design and produced The Monster Diesel motorbike, based on the Ducati Monster 1100 Evo, featuring a wealth of modifications, as well as the Diesel Brave Green colour finish with the leather seat of the bike honouring the brand with its signature strip.

January 2013

Days to Live campaign by Diesel Timeframes is launched.

April 2013

Nicola Formichetti, famously known as Stylist to Lady Gaga, joined Diesel as Artistic Director, after leaving Mulger.

August 2013

The NY Times feature an article in which they state Diesel sales had exceeded 100,000,000 pairs of jeans since the company began trading in 1978.



Benefitting from an annual turnover of over 1.3billion euros, offering employment to thousands, and with its collections on sale in over 80 countries, the Diesel global empire continues to grow.  From humble beginnings, Rosso, whose life and success are truly remarkable, ensures that through the many charitable organisations he has founded and supports, the brand stands for far more than fashion alone.


Image Credit: