Passion. Individuality. Self-Expression.
DIESEL was built on these pillars in 1978 by Renzo Rosso, creating a lifestyle brand rooted in denim but forged with an unwavering vision for the future. With over four decades of history & experience in denim mastery, DIESEL is the global leader in denim treatments, washes, fabric innovation, & fit, driven by the manifesto that passion is the greatest muse.
DIESEL is more than just jeans. It’s a statement on forward-thinking innovation, artistry and technical expertise, a rule-breaker and alternative to the established luxury market. Since inception, the ethos “For Successful Living” has been at the core of the brand’s designs, product categories, advertisements, & events.

Related: Y/Project, R13