Diesel

The Italian lifestyle and fashion label Diesel has long been known as a pioneer in jeans fashion for ignoring trends - or setting them. The company was founded in 1978 by Renzo Rosso with the intention of creating the most innovative denim products in the world. Since its founding, Diesel has evolved from a leading pioneer in denim to a premium brand for casual wear, especially jeans, and has become a true alternative to the established luxury market. Diesel's first perfume was launched in 2003 and was called Diesel Zero Plus. It was followed by the successful launch in 2007 with the fragrances Fuel for Life. The Only the brave, now one of the classics in the fragrance world, was launched in 2009 and has become an icon to this day. Wearing Diesel means belonging to a positive, epicurean community that celebrates irony and anti-conformism. More than a brand, a different lifestyle, a mix of sophistication, provocation and humour.