diesel clothing, jeans, jackets, underwear, shoes, sneakers

Beginning as a company focused on making quality clothing, Diesel has become part of youth culture worldwide. It can legitimately claim to be the first brand to believe truly in the global village and to embrace it with open arms. Diesel is a leader in developing new styles, fabrics, manufacturing methods and quality control which guarantees an outstanding quality product.

Diesel designer clothing company is based in Italy; it is a clothing company focusing on quality clothing. Diesel brand is among the Europe top manufacturers of quality jeans and apparel which includes the Diesel Kids children's clothing, Diesel Style Lab brand and the extreme sports-inspired 55-DSL sportswear line. The company's range of apparel mainly aims at 18 - 35 years old people market. No doubt it is the first brand who legitimately claims to believe truly in the global village and to embrace it with open arms.

Diesel Company was founded by Renzo Rosso and his boss Adriano Goldschmied colleagues up to form Genius Group in 1978, this group was responsible to create a number of successful brands like Goldie, Ten Big Boys, Martin Guy, Katherine Hamnet and also Rosso's Diesel jeans brand.

Diesel brand name was chosen by Rosso especially because of its international appeal, as it was pronounced more of less the same all over the world. In 1979 Rosso created his complete menswear line of clothing around the diesel brand. The company's first international sale was in 1981. In 1984 the company launched the diesel kids, specializing in producing jeans to cover the entire youth market. In 1985 Rosso took the complete acquisition of the Genius Group and became the sole proprietor of the Diesel brand. The sales of Diesel-branded clothing amounted to about $5 million per year by then.

In 1989 the company debuts the Diesel Female collection which expanded the company's target markets. In 1991 the company's international advertising campaigns begin. In 1994 the company launched a new brand 55-DSL which is an eyewear brand. In 1996 the company opened its first retail store. In 1998 the company launched another brand Diesel style lab which was opened due to decline in sale of jeans. In 2001 the company targets the Spain and Portugal market.

Diesel current production is outsourced to small and medium size companies, but the production of denim jeans is based in Italy. The company's headquarters are based in Molvena, where the company has 17 subsidiaries across Europe, Americas and Asia. The company is present in 80 countries with 10,000 point of sale and nearly 50 company owned stores with around 3500 employees worldwide. According to 2005 figures annual sales were € 1.2 Billion. The company's annual turnover is around 575 billion lira (US$ 330 millions), from which 85% is generated outside Italy. Diesel Company also began a licensing program in order to place their logo and name of variety of items. Their first license was given to Safilo Italy who launched the Diesel sunglasses shades line in 1994 which was a quick success. Than came the perfumes and fragrance which were manufactured by Marbett Germany and later the footwear, luggage and watches which were made by Fossil.

The Diesel Company's irreverent ad campaigns plays are huge role in the boost of their name, sales and recognition. The ads are radically rebellious, innovative, inspiring and some thing that really sets Diesel apart from other brands. Their ads compel the people to be young and stay young. Diesel expected to continue to cloth and inspire its customers through the 21st century.

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The Diesel Company has a tough competition with huge companies like Giorgio Armani, Polo Ralph Lauren, Lacoste, Bape, Benetton, Calvin Klein, Esprit, Versace, Guess, Hugo Boss, Levi Strauss, Tommy Hilfiger.