Diesel

Diesel builds its entire existence around the passion for what it does. With a founder who sees his work as an art and not a science, the company has redefined how a brand sees and communicates with its customers since 1978.

Diesel is a remarkable company with a unique mindset. A mindset which puts sales and profit second to building something special, something “cool” and something which can change the world through fashion. The company views the world as a single, border-less macro-culture. And the Diesel staff reflects this: a wide variety of people and personalities from all parts of the globe, creating an unpredictable, dynamic vitality and energy within the company. Diesel people and their working methods are so unconventional, and yet productive, that they have been profiled in countless magazines, newspapers and documentary television programs, and have been studied by international conglomerates, consulting organizations, universities and business schools.

Ever since the beginning, Renzo Rosso believed in addressing the world with one product and one language, and one of his first steps was building a solid and vast distribution platform stretching across all 5 continents. “To be honest, we don’t want to grow too much,” said Rosso. “We think to be cool is better than to be big.”

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