Diesel (brand)

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Diesel SpA
Type Private
Industry Fashion
Founded Molvena, Italy (1978)
Founder(s) Renzo Rosso
Adriano Goldschmied
Headquarters Molvena
Key people Renzo Rosso, president and founder
Products clothing and accessories
Revenue €1.3 billion (2009)
Website www.diesel.com

Diesel S.p.A. is an Italian clothing company. It sells high-priced denim jeans and other clothing and accessories aimed at a young adult market. The company is owned by its founder Renzo Rosso, and is based in the former Laverda building area in Breganze, northern Italy.[citation needed]


The company was founded in 1978 by Renzo Rosso and his mentor Adriano Goldschmied.[citation needed] Rosso has said that he learned marketing from the US, creativity from Italy, and systems from Germany.[1] Turnover was over €1.3 billion in 2009.[1]

Diesel store in Krakow, Poland.
Diesel Black & Gold store in Vienna, Austria


According to Chevalier, the stores's merchandise is presented in a confusing way in order to force customers to interact with the sales staff. [2][2][clarification needed]

"Dieselwall" in Berlin

In 2007 Diesel sponsored a music contest, Diesel-U-Music.[3]

From January to September 2008, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence.[4]

In 2009 the head of Diesel's US division, Steve Birkhold, left the company shortly after agreeing a deal to sell cut-priced jeans through Macy's.[5]


  1. ^ a b T Surendar, Saumya Roy (June 30, 2010). Diesel Founder Renzo Rosso Knows What Matters In Fashion. Forbes India. Accessed March 2014.
  2. ^ a b Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons. ISBN 978-1-118-17176-9. 
  3. ^ "Attention Unsigned Bands – Diesel Music Contest". April 12, 2007. 
  4. ^ Lipke, David (December 12, 2008). "Another World...Springing Back...The Mastheads Continue to Shrink...". WWD. 
  5. ^ James Covert (November 14, 2009). Diesel out of fuel. New York Post. Accessed March 2014.

Media related to Diesel (brand) at Wikimedia Commons