Diesel

Diesel has long been a leading pioneer in denim and casual fashion, known for moving outside and ahead of trends in its industry. While retaining always its DNA, in recent years Diesel has evolved into the world of premium casual wear, becoming a true alternative to the established luxury market.

In 1978 Rosso was working for a clothing manufacturer called Moltex, which was owned by Adriano Goldschmied. He used a loan from his father to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand and many others. Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000. Rosso has said that he learned marketing from the US, creativity from Italy, and systems from Germany.