Diesel SpA has come a long way since 1978, when Renzo Rosso and Adriano Goldschmied started it in Molvena, Italy, under their Genius Group. The company has been a pioneer in the field of pricy jeans, convincing consumers in the U.S. and Europe to open their wallets for jeans with triple-digit price tags. It now has three different labels for three different consumers, shown here from left to right: Diesel Style Lab, the most pricy fashion-forward designer label; Diesel, a fashion brand that still focuses heavily on denim, and 55DSL, the board sport-inspired streetwear line that blends fashion and function. But even as it has grown to a $660 million fashion empire, Diesel has managed to maintain somewhat of an outsider status, helped by its focus on tongue-in-cheek, edgy advertising images.
This story first appeared in the April 24, 2003 issue of WWD. Subscribe Today.