DIESEL

Diesel
The Diesel brand was born in 1978, the result of the creativity of Renzo Rosso. The brand, originally active in the production and marketing of jeans, is now present in dozens of countries with lines of clothing, accessories, perfumes and even engines. Renzo Rosso trained in the tailoring shop of Adriano Goldshmied, a leading name in Italian denim, becoming a partner when he decided to found his own brand. The idea behind Diesel products is to produce highly wearable and versatile garments, suitable for work, leisure time and the most important occasions. The maison's winning feature has been its ability to be ahead of its time: Rosso was among the first to launch vintage collections, including the famous story of the stone-washed jeans (with an aged effect), which were initially mistaken by customers for defective garments. Another distinctive feature of Diesel is the attention to advertising campaigns, ironic and aimed at striking the public. Among the best known is the 1997 campaign, set in North Korea (but filmed in Hong Kong). Starting in 2002, Rosso began his campaign to acquire other brands in the fashion world, brought together under the parent company Only the Brave. In the same period, the production of children's clothing and swimwear for men and women began. The brand is also very present in the world of sport: until 2018, Diesel was the main sponsor of Bassano Virtus, a team owned by the Rosso family at the time. Subsequently, the family purchased Vicenza, of which it is the new main sponsor. In 2016, an agreement was signed with AC Milan to design and produce the team's new uniforms, while since 2019 it has been the sponsor of the Brazilian striker Neymar. Diesel offers a wide range of perfumes. There are 43 references on the market with the brand of Renzo Rosso's fashion house , the first of which appeared in 1996. There are two lines for men: Bad and Only the brave. The latter saw the birth of the latest Diesel-branded fragrance, Spirit of the Brave, in 2019. Distinctive from the bottle (in the shape of a closed fist, topped by the Diesel brand in gold letters), it falls within the scope of oriental and woody formulations. Among the top notes, bergamot stands out, followed by woody cypress and fir. To close, a note of exoticism with Tonka beans. Designed exclusively for the female public are the perfumes of the Loverdose line. Lovers of vanilla perfumes will appreciate Loverdose Tattoo, where vanilla is enhanced by the citrus notes of mandarin and orange blossom. A floral nuance is given by the presence of jasmine and blackcurrant. Finally, for couples, there are the assortments under the Plus, Green and Fuel for Life brands, which is also the line with the most proposals, both for him and for her . At the moment, Diesel does not produce unisex fragrances.