Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.
From Renzo Rosso
We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.
Diesel is the only example of a casualwear or sportswear company that became a luxury brand.
The Diesel team has incredible passion. We work for ourselves and design for ourselves. When I see a new watch in our collection, I go crazy. I want one of everything.
The real product at Diesel is satisfaction. My satisfaction at Diesel is being a pioneer.
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