Diesel (brand)
Diesel S.p.A. is an Italian retail clothing company, located in Breganze, Italy. It sells denim, and other clothing and accessories. The clothing line has two different brands: Diesel and Diesel Black Gold. There's also a line for children, called Diesel Kid. The company is known for its surreal advertising campaigns. Since 2013 the creative director has been Nicola Formichetti.
History
Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and sell to his friends for five lira a piece. He later attended an industrial textile manufacturing college in Padua.
In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano Goldschmied. After working with the company for two years, 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, becoming the sole owner of the company. Rosso has said that he learned marketing from the US, creativity from Italy, and systems from Germany.
