Diesel Jeans Section:
Diesel’s “historical moments” include mile-stones like 1978 (creation of the brand name), 1985 (Renzo Rosso’s complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel’s first flagship store on New York City’s Lexington Avenue).
Ever since the beginning, Renzo Rosso believed in addressing the world with one product and one language, and one of his first steps was building a solid and vast distribution platform stretching across all 5 continents.
Production of Diesel denim jeans is based exclusively in Italy.
RENZO ROSSO, THE MAN BEHIND DIESEL
In the case of Diesel, the individual who has powered the company's growth is Renzo Rosso. Born in 1955 in the north-east of Italy, he attended an industrial textile manufacturing school and after graduating in 1975, began making his own clothing. In 1978 he joined forces with several other manufactures in his region to form the Genius Group, which created many successful brands still widely known today, such as Katherine Hamnett, Goldie, Martin Guy, Goldie, Ten Big Boys and, of course, Diesel. In 1985 Renzo took complete control of Diesel by buying out the other partners and becoming the sole force behind the brand. Thereafter the company began a period of remarkable growth and expansion.
It was thus that, in 1996, Renzo Rosso and Diesel received the "Premio Risultati" award from the prestigious Bocconi Institute in Milan for being the "Best Italian Company of the Year". Renzo was also nominated by American Ernst & Young as "Entrepreneur of the Year" for 1997 for the company's strong moves in the U.S. In December 1997, the English music and trend magazine "Select" included Renzo in a special classification of the 100 most important people in the world who will contribute to the shape of the new Millennium.
Renzo is an idealistic, passionate man whose motto is "Diesel is not my company, it's my life".
Kitmeout - Today's Fashion Online
