By  on October 20, 2008

Diesel founder and owner Renzo Rosso hit New York last week for the brand’s 30th anniversary extravaganza, featuring a concert for thousands by M.I.A., Franz Ferdinand, T.I., Chaka Khan, Hot Chip and N.E.R.D. on the Brooklyn waterfront. A few hours prior to the mega-fête, Rosso met with DNR for a sushi lunch at Lure and talked about his three decades building his $2 billion business—which now includes controlling stakes in Martin Margiela and Viktor & Rolf, and distribution licenses for DSquared and Vivienne Westwood.

DNR: So, how does it feel to have reached this major milestone?
RENZO ROSSO: I saw the people who were waiting in line at our stores to buy our limited-edition anniversary jeans and I was very emotional. I cried yesterday. I think about the 30 years and it was very hard work. I suffered for every single step of our success. And the U.S. was the hardest market to break into. But to see how much young people love us, it was incredible.

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