Diesel overview

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Diesel | February 4, 2011

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Diesel Black Gold grey vest

Diesel design company is well-known worldwide by its high-end jeans wear. Diesel S.P.A. is an Italian design company founded in 1978 by Renzo Rosso and Adriano Goldschmied. In 1985 Rosso completely acquired the company.
Nowadays Diesel jeans are the best sellers among denim products. Annual sales of the company were €1.3 billion in 2009. About the success of his company Rosso says that it learnt marketing from the US, creativity from Italy and systems from Germany.
In 2007 the range of Diesel products was supplemented by men’s and women’s intimates and beachwear line. In November 2008 a new luxury sub-brand Diesel Black Gold was launched. Diesel Black Gold is a self-standing casual-luxury collection. Black Gold have a separate distribution to the mainline. Diesel Black Gold line includes shoes, bags, and other accessories. Rosso says that this luxury sub-brand was created in order to meet a growing market demand for individualism in design. Wilbert Das, Creative Director of the company says that Diesel Black Gold was meant to have “refined fabrics, unexpected detailing, and special treatments”. Prices for Diesel Black Gold jackets range between €220 and €600, for T-shirts between €50 and €150. Nowadays Diesel can be found in over 5,000 stores all over the world.

Beige jacket and skirt Diesel Spring 2011

Diesel nude color leather jacket

Black leather biker jacket by Diesel

cowl neck gray male sweater by Diesel Black Gold

As for the social activity, during recent years the company endorses creativity in youth. Diesel has sponsored several projects such as Diesel-U-Music Contest, International Talent Support, and many others.
Innovative approach to marketing made Diesel the first clothing company marketing its products in video games. In December 2008, Diesel started a marketing partnership with Sony Computer Entertainment Europe. The partnership implies selling of their designs in Sony’s virtual world.


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