THE REBIRTH OF THE DIESEL BRAND
THE REBIRTH OF THE DIESEL BRAND
Ever since it was funded by Renzo Rosso in 1978, Diesel came a long way! In the first half ofthe 80’s, when the agency went completely into the hands of Renzo Rosso, all the way to the first half of the 90’s, the growth has been extraordinary! It broke into the fashion denim market, imposing a new etiquette of clear american style, but with an italian heart.
Diesel thought, designed and created a total look which rewrote one of the pages of fashion and jeans history in that decade, giving inspiration more than once to one of fashion’s giants, Levi’s.
The first super famous campaign made in 1991, “For Successful Living”, brought Diesel and its jeans to be known all over the world and to activate a process of product and brand recognizability, which allowed the opening of a monostore in New York in 1996.
The constant growth of the brand brought Diesel to create a total look offer for both women and men, opening over 500 stores all over the world. With success though, came also the need to increase production, which kind of went outside the mood of the brand up to that point. A new urban style vision was born, which stood out for the strongness of visuals, changing the true nature of jeans, previewsly seen as a job-linked piece of clothing, cult of the american culture and of the british punk movement.
As a matter of fact, after the peek, there was a downfall. It was due to the many requests and to the fact they may have gone a bit too far with the brand’s expansion, losing sight of the phylosophy and the soul on which Renzo Rosso’s creation was based.
Between 2008 and 2011 there were some difficult times, where Renzo Rosso closed some lines of production and started a partnership strategy to revive the brand: Fiat 500, Ducati, Fossil, Scavolini, LOréal and even Adidas.
These special collections brought Diesel back onto New York’s fashion week, and gave new life to the brand which in 2017 was bought by “Tiffany” the jewel brand.
The new lines respect the heart and soul of the original Diesel from the 80’s but have a quality and style which make them superior compared to the ones from the first years. The brand went back to doing what they do best: men’s jeans, women’s jeans, sweatshirts, sweaters and what is today called “luxury streetwear”, dressing up many rappers ofthe international scene.
On our online shop, Diesel is one of the brands in constant growth, the iconic denim doesn’t fear confontation with the top brands on our ecommerce (like Roy Rogers or Jacob Cohen), whereas the knitwear style is inspired to great brands like Kenzo and Givenchy.
Look for the best offers on Diesel’s clothing on our shop, you won’t be disappointed!
