Passion. Individuality. Self-Expression. DIESEL was built on these pillars in 1978 by Renzo Rosso, creating a lifestyle brand rooted in denim but forged with an unwavering vision for the future. With over four decades of history and experience in denim mastery, DIESEL is the global leader in denim treatments, washes, fabric innovation, and fit, driven by the manifesto that passion is the greatest muse. DIESEL is more than just jeans. It’s a statement on forward-thinking innovation, artistry and technical expertise, a rule-breaker and alternative to the established luxury market. Since inception, the ethos “For Successful Living” has been at the core of the brand’s designs, product categories, advertisements, and events.