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About Diesel

Known for its models of jeans, with different types of washes, the Diesel is for those who can buy clothes with a higher price. In the universe of clothing, Diesel is one of the most well-known and respected clothing brands. However, their garments are of excellent quality, and it turns out not to be money badly spent.

Diesel is an Italian fashion company. The company was founded in 1978 by Renzo Rosso and Adriano Goldschmied, and as of 1985 the company became the sole responsibility of Renzo Rosso. Its main focus is on clothes for young adults, mainly Jeans. The brand has stores in several cities around the world, the largest and most important of which is in Milan. The Italian brand was founded in the city of Moldava in northern Italy, and currently alongside Giorgio Armani SpA and Dolce & Gabbana is one of largest Italian clothing, footwear and accessories brands.

The clothes that Diesel manufactures are aimed at young teenagers and also adults who like to buy stylish and well-made clothes. Among them are: women's and men's shoes, bags, belts, sunglasses, denim trousers (jeans), sweatshirts, skirts, dresses, T-shirts. In addition to jeans, Diesel also manufactures other pieces of clothing and fashion accessories, both for women and men.

Founded in 1978, the name Diesel was chosen because it is a word that has the same meaning within cultures and different countries and because its pronunciation is the same, whether you are from Israel or Uruguay. With Italian nationality, Diesel was born in the city of Milan by the hands of Renzo Rosso and Adriano Goldschmeid. The first presentation of the Diesel clothing collection was for men's fashion.

For the sake of its creators, Diesel , since its inception, started to expand its market and soon proved to be one of the most desired brands among women's fashion and men's fashion. In this collection, the impression that retailers had of the clothing brand was not the most positive, even thinking that Renzo was not in his perfect conscience, when he decided to produce jeans that seemed to have already been used and at a high price.

In the 80's, its sales boom in the Italian market took place, and it started exporting its clothes in 1981. Thanks to its creativity and originality, the Diesel is a success! Their jeans are handcrafted, under a process of hand washes and water at a controlled temperature. In addition to jeans, Diesel also manufactures other pieces of clothing and fashion accessories, both for women and men.

In 1985, Renzo Rosso became the sole owner of the brand, and in 1990, its products could be purchased in 36 countries around the world. To get to know the Diesel clothing collections better, take a look at their official website (Diesel.com) and be fascinated! In the national territory, Diesel clothes and jeans can be purchased in online stores such as Mercado Livre as well as in franchised clothing stores and multi-brand stores.

The Italian brand also usually lends all its creativity to other brands, for example, in 2010, when in partnership with the automaker FIAT, it launched the limited edition of the FIAT 500 by Diesel, which has the seat and door panel lining in one darkened color, very similar to the dye used in jeans, and seams in yellow. References to the special edition also appear on the gearshift handle and even on the panel, which has the image of the mohawk head. The Italian brand chose its newest artistic director, editor and founder of WAD magazine, the French Bruno Collin. Its mission was to create a new creative team to ensure that the brand continues to bring innovation to its consumers. He only lasted two years in office.

The jeans are made almost by hand, in a process that includes hand washes and water at a controlled temperature. Diesel sells more than 30 million jeans a year. The workforce is made up of artisans: each seamstress from Diesel earns the equivalent of approximately R $ 12,000 per month. To guarantee prompt delivery to any country, the factory makes available, in Italy, a stock of approximately 400 thousand pieces. The brand's success consists of a combination of creativity, originality, interpretation of the future, strategies for communication and technology. With prices ranging from US $ 150 to US $ 800 for each piece, the Diesel has already left behind major brands, such as the American Calvin Klein for example. The Diesel brand is part of the OTB group (acronym for the expression "Only The Brave", that is, "only the brave"), a small luxury conglomerate founded by Renzo Rosso, which currently owns brands such as Maison Martin Margiela and Viktor & Rolf.

In Brazil, the Italian brand landed in 1998 with the opening of its first store, and even had three units in São Paulo and Rio de Janeiro, including the one in the Iguatemi mall, which became the most profitable among its stores worldwide. . In 2011, after disagreements with his local partner, he closed all units to restructure. The brand's sales were hampered by the significant increase in trips by Brazilian consumers abroad, who ended up buying jeans from Diesel for less than half the price found here.