DIESEL

Amidst a worldwide oil crisis when diesel was considered to be an alternative fuel, Founder Renzo Rosso named his alternative jeans brand Diesel as a standout against prevalent casual wear giants that came before. Since 1978, Diesel has been breaking the rules and setting the standards for a way of life — one that encompasses a mantra of distinction and luxury. From jeans to premium casual wear, Diesel has spent the last 40 years making the masses look good.