DIESEL When Diesel was founded in 1978 by Renzo Rosso, diesel fuel was a new energy source that symbolized opportunity. A fuel for life to navigate an alternative path through the fashion world, a path paved in denim. Fast forward four decades later, a new era has begun at Diesel in 2020 with Creative Director Glenn Martens shaping the present and the future of the brand. Starting from Diesel iconicity to a new world based on Denim, Pop and Street Reality. Diesel now reclaims its position as the most progressive denim brand on the planet, redefining its denim offer to align with a new generation and push the culture forward. We take a holistic approach to designing “For Responsible Living” products, ensuring all fabrics, treatments and trims are held to responsible, environmentally minded standards. We seek to elevate the power of coming together in the real world, considering it our role as a market leader to create and support compelling, distinctive, shareable culture.