Diesel is a legend in the fashion industry, a pioneer in the denim and casual clothing world. It has never actually followed trends, because it has always been one step ahead of them. True to its original DNA, the brand has developed into a global lifestyle icon. In spite of its extraordinary growth rate, Diesel has kept to the same philosophy as when Renzo Rosso first established it in 1978, and it is still a byword for passion, and self-expression. Today, Diesel is continuing to pursue its mission to challenge the status quo, experiment with new ideas, innovate and provoke.