Diesel Apparel and Accessories

Diesel is an iconic Italian fashion brand that revolutionized the denim industry with its rebellious and unconventional approach. Founded in 1978 by Renzo Rosso in Molvena, Italy, the brand was named 'Diesel' because the word was an international term pronounced the same way globally and represented 'alternative energy' during that era's oil crisis—fitting for Rosso's vision of an alternative taste in fashion. Over the decades, Diesel evolved from a niche denim manufacturer into a global lifestyle powerhouse known for its 'For Successful Living' slogan and provocative advertising campaigns.

While the brand's creative heart and headquarters remain in Breganze, Italy, its manufacturing is a global operation. Premium collections and limited-edition artisanal denim are still produced in Italy to leverage local craftsmanship. However, high-volume production is diversified across a worldwide network, including China, Turkey, Tunisia, India, and Bangladesh. This strategy allows the brand to maintain its 'alternative luxury' positioning by balancing high-end design with scalable manufacturing.

Ownership of the brand lies with OTB Group (Only The Brave), an Italian multinational holding company founded by Renzo Rosso himself to manage his growing portfolio of luxury brands. As of 2026, OTB remains the ultimate owner and is actively steering Diesel toward a more sustainable and high-fashion future under current creative leadership, ensuring the brand maintains its status as a cultural icon for younger generations.