Diesel is one of the most popular denim brands in the world. The company offers men's and women's styles, which are sold in nearly 80 different countries.
Diesel is an Italian company, which started in 1978 by Renzo Rosso and his former boss Adriano Goldschmied (of the AG Jeans company). The brand was founded on the concepts of "rejected the slavish trend following typical of the fashion industry." And "views the world as a single, border-less macro-culture." The company rapidly caught on, and in 1985, Rosso gained full control of the company. By 1991, the company began it's international marketing campaign and in 1996, the New York City Flagship store opened.
In 1988, Wilbert Das joined as the creative director and the brand began to take off. Das served as the creative director for all of the brand's divisions.