Renzo Rosso and Adriano Goldschmied found the Diesel brand. It’s part of their portfolio under the Genius Group. The first complete men’s collection follows the next year.
Diesel begins exporting clothing outside Italy. A trip to a Milan trade show the previous year led to contact with a distributor who begins selling the brand in Germany.
On His Own
Rosso and Goldschmied part ways, with Rosso assuming full ownership of the Diesel operation. Rosso wants to expand international distribution broader and spends much of the year on planes seeking new customers abroad.
Diesel hires Wilbert Das as assistant male designer. Das rises through the ranks and in 1993 is named creative director, a post he still holds today.
So Long, Androgyne
Diesel launches its first group of clothing specifically for women.
Diesel licenses the rights to produce and sell its brand in the U.S. to Ross Togs Inc. The deal proves to be an ill-fated one and by the end of 1991 Russ Togs is in Chapter 11. This allows Diesel to buy back its license for the U.S., and Rosso vows from that point forward to go it alone in America.
Awakening to Advertising
Diesel launches its first ad campaign, kicking off the "For Successful Living" theme in an ad featuring a blonde woman astride an oversized tire, with the tag line "How to Tighten Your Grip."
Rosso’s sons, avid skiers, decide to get into snowboarding and feel an uncontrollable urge for baggy pants. The company launches 55DSL, its first spinoff brand, to cater to the new sport.
Manhattan MainstayThe company opens its first U.S. flagship on Lexington Avenue in Manhattan, catty-corner to Bloomingdale’s on 59th Street. Diesel also moves its executive offices in above the selling floor, allowing the top U.S. brass to keep a close eye on the action.
Diesel acquires Italian ready-to-wear maker Staff International, which had produced Diesel’s former New York Industrie brand, as well as Diesel StyleLab.
Half A Billion
Despite the slowdown in luxury spending following the Sept. 11 terrorist attacks, Diesel’s worldwide revenues pass the $500 million mark.
In September, Diesel buys the house of intensely secretive Belgian designer Martin Margiela, as part of its effort to broaden its branded business. It doesn’t mark Diesel’s first step to join with a well-known designer, though. Earlier in the year, Karl Lagerfeld designed a collection of jeans in cooperation with Diesel.
Diesel sells the New York Industrie brand to McAdams, which also agrees to begin producing some knitwear for other Diesel subsidiaries.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews