Fabulous 100

Diesel

Renzo Rosso once stated; ‘We started out just selling jeans and now we’re selling a way of life’. The causal wear brand that started in 1978 has grown into an international label. Youthful, but not ageist, Diesel communicates a sense of victory against fashion. The company still loves and understands the important of fashion, but in the ‘Diesel Way.’

Not being constricted by commercial demands, the company’s style isn’t confined within geographic borders but instead embraces all different cultures into the designs. Both men and women get to be identified as sex objects. Known for its provocative messages, Diesel is a company that understands the fashion industry and is able to exploit its seriousness with humour.