Diesel was founded in 1978 by Italian fashion entrepreneur and 'Jeans Genius', Renzo Rosso. Initially, Rosso worked for a company called clothing company Moltex, which he bought shares in and re-branded it as a jeans manufacturer called Diesel. Why the name? It signifies the alternative lifestyle as, at the time of inception, the majority of world's engines engines wore powered by petrol - Rosso wanted the brand to signify a different, radical message from contemporary norms. Plus, as the Diesel is pronounced the same everywhere, allowing the brand to be recognised globally, as well as fitting in with the brand's frontier-less attitude.
Rosso later established OTB Fashion, now the holding company of Diesel, along with other high-end fashion brands including Maison Martin Margiela, Marni and Viktor & Rolf. OTB also manufacturers and distributes a number of other world famous brands such as Vivienne Westwood, Marc Jacobs and Just Cavalli.
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