Diesel was founded by Renzo Rosso in 1978. At the time, Diesel was considered an alternative energy, so the brand name stood for the alternative to traditional casual fashion giants. Rosso wanted diesel’s denim to stay true to its roots. Diesel jeans were distressed and vintage, they looked worn from the momento f purchase. It was an innovative approach and it catapulted the brand to success in Italu and later, worldwide. It is known as the premium denim and accessory brand whose five-pocket pants dominated pop culture in the 1990s and early 2000s. The history of Diesel is a history of going against the grain. It is a brand for rebels, ignoring the higly-strung world of trend forecasts and coming up with unique ranges from their designers’ own creativity and tastes. Diease has a team who travels the globe to get inspiration, and it works. As popular as the jeans are the advertisements for Diese. Rather than conforming to standards in fashion ads, Rosso decided to go for shock value and humor. Diesel’s slogan is “For successful living”. Always fresh and creative, Diesel comes up with at least 50 new designs and washes fro their denim every year. Diesel makes much more than just jeans though. Their women and men’scasual clothing is very popular, and they’ve expanded into footwear and children’s wear.