Their ads feature everything from homosexual sailors to Africa as an international superpower. Diesel’s clothing brand’s slogan is “For successful living”. Rather than conforming to standards in fashion ads, Rosso decided to go for shock value and humor. Perhaps just as popular as the jeans are the advertisements for Diesel. Values, and humor – A clothing brand “for successful living” ad campaign Diesel Ad campaign – Photo from hu.
The quiet surroundings and lack of hustle and bustle are both soothing and inspirational to Rosso. It is a small town that, compared to Milan, seems to be in the middle of nowhere. The international headquarters for Diesel is located in Molvena, Italy. Rosso is well known for doing things spontaneously, and for following the road less traveled. The youths, for whom Diesel became the right clothing choice because it represented an alternative, rebellious lifestyle. And the 100$ price tag even back in the 1980s did not faze the consumers. The misunderstandings didn’t last for long, however. They often returned the jeans believing them to be defective. According to Rosso, people didn’t realize at first that this was the intended look. Jeans came pre-washed, some with holes in them. The Diesel clothing brand line of clothing was different because it looked worn. Diesel – Becoming the right clothing choice for its style inspiration Diesel’s brand collection – Photo from It was this type of bold planning and obvious marketing that made consumers take note. Rosso jumped in feet first, opening a flagship store in New York City, directly across the street from the massive Levi’s store. Not having a background in marketing or advertising. Though Diesel wasn’t bringing in much money for the group, Rosso realized its potential and bought sole rights to the Diesel brand in 1985.
The name Diesel was chosen very carefully because it is pronounced the same in every language. They created Diesel as well as some other brands, including Goldie and Replay. He studied industrial textiles, and after graduating, he got together with some friends and created the Genesis Group in 1978.
Rosso was born in Padua, Italy in 1955, the son of a farmer. Denim from Italy – The Diesel clothing brand’s history Renzo Rosso – Photo from But the brand which was turning in 3 million Euro in 1985 had sales figures exceeding 1 billion Euro in 2007, testimony to how fearless passion can lead to growth. He is the founder of the Diesel clothing brand. It’s really not that important to me to make big sales,” says Renzo Rosso. “What is really important to me is that we do something special, be it the clothes, a window display, an ad campaign.
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