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We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.

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.

When I first moved to London for university, I was already a big fan of Diesel because, in the nineties, Diesel was, like, the brand. The stores were the place to go. It wasn't workwear like Levi's or G-Star.

I am kind of like a diesel. It is the cyclist in me.

My wife will automatically quote and compare the price of diesel at every petrol station we drive by, like she's got oil-based Tourette's.

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.

I strongly support the Bush Administration's clean diesel rules, which will reduce air pollution from diesel engines by more than 90 percent, and reduce the sulfur content of diesel fuel by more than 95 percent.

Diesel is the only example of a casualwear or sportswear company that became a luxury brand.

Most people are really stunned to find out that the technology has been around for more than 100 years, and that the diesel engine was in fact invented to run on vegetable oil.