Diesel Jeans &

Workwear

Diesel is an Italian design company. It is best

known for clothing aimed at the young

adult market, particularly jeans. The

company is owned by its founder Renzo

Rosso, and is based in Breganze in northern

Italy.

History

• The company was founded by Renzo Rosso and his

former boss Adriano Goldschmied of the AG Jeans
company, in 1978. Diesel's milestone years include
1985 (Renzo's complete acquisition of the company),
1988 the hiring straight out of fashion college of ex-
head designer and Creative Director Wilbert Das, 1991
(beginning of the international marketing strategy) and
1996 (opening of Diesel's first flagship store on New
York City's Lexington Avenue).

• Rosso said that they learnt marketing from the US,

creativity from Italy and systems from Germany.

• In February 2007, the company launched a major intimates and
beachwear division for men and women that is carried in the retail
and department stores. Diesel Black Gold was announced in
November 2007.

• The company has around 2,200 employees in 18 subsidiaries
across Europe, Asia and the Americas. Its products are available in
5000 retail outlets, of which 300 are Diesel-branded stores. Annual
sales were approximately €1.2 billion in 2005, and €1.3 billion in
2009. Revenue is largely derived from denim sales, but also
extremely successful and influential ranges of accessories and
children's wear - Diesel Kid.

• Production of denim jeans is based mainly in Italy.
The biggest store is located in Milan, Italy.

• For over 20 years all Diesel
collections, including licensed
products, were made under the
Creative Direction of Wilbert Das.
Currently the principal lines are
Diesel, the main line, and Diesel
Black Gold, a new collection
launched in 2007 in the casual-
luxury segment.

• The children's collection is called
Diesel Kid.

• Diesel Denim Gallery offers limited
edition denim sold in innovative art-
gallery-like spaces.

Brands

• Diesel also offers collections of footwear,

intimate (underwear), and bags.

• Diesel's licensed collections are eyewear

(made with Safilo), jewelry and watches

(Fossil), and fragrances (L'Oréal). L'Oreal and

Diesel launched Fuel for Life (for him and for

her) in the fall of 2007.

• A mini-collection for Adidas was launched in

2008 called Adidas Originals Denim by Diesel.

• The underwear license is held by the US

company Mast Industries Inc., who also make

lingerie for Victoria's Secret.

• A new collaboration with AGV has seen the

launch of a Helmet. Recently Diesel Home,

thanks to collaborations with Moroso nd

Foscarini has been launched in the market.

• The Diesel company has acquired stakes in

the brands Victor & Rolf, Maison Martin

Margiela and DSquared2

.

Creative Direction

• Diesel's Creative Director and head designer is Wilbert Das who

has worked for Diesel since 1988. Wilbert started as a designer

on the Male, Accessories, Leather, and Kids lines. He rose quickly

to head the style office and creative areas of Diesel, and in 1993

was given the official title of Creative Director, with

responsibilities ranging from directing all product design as well

as all communication campaigns. From clothing and accessory

design to advertising, new media, merchandising, retail and

interior design (including stores, showrooms, offices, hotels),

planning of fashion shows and events, as well as developing new

brand extensions such as houseware, furniture and even

automobiles. Literally all aspects of the Diesel brand’s style and

image fell under Wilbert’s responsibility.

• Wilbert Das left Diesel in late 2009 amid rumors of irreconcilable

differences with CEO Rosso over the future direction of the

company.

• In 2010 the new creative direction was given to the french

fashion founder of WAD Magazine (We Are Different), Bruno

Collin.

• In 2010 from its headquarters in

Breganze, it directly manages 18
subsidiaries across Europe, Asia and the
Americas. It is now present in more than
80 countries with 5,000 points of sale,
including more than 400 company owned
stores.

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