Serving denim lovers since 1978, Diesel is synonymous with cutting edge denim and streetwear. Renzo Rosso started Diesel with the intention of creating the world’s most innovative denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. Since its start, Diesel has used “For Successful Living” as a slogan for the brand’s DNA. Through a long and storied history of strong, ironic and playful campaigns, Diesel has become a leader in advertising as well as in fashion. Where the world zigged, Diesel zagged, and in the 35 years since its founding, the brand still embraces the same ethos.