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In 1978, Italian entrepreneur Renzo Rosso founded Diesel to innovate denim during an oil crisis. He aimed to create an alternative jeans brand, distinct from prevailing casual wear.
The universal term "diesel" embodied his global vision. Using "For Successful Living" as a slogan, Diesel's history blends advertising leadership and fashion innovation. Defying norms, the brand's ethos remains strong after 35 years.