Diesel (fashion label)
| Diesel SpA
|
|
|---|---|
 |
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| legal form | Società per Azioni |
| founding | 1978 |
| Seat | Breganze , Italy |
| management | Renzo Rosso |
| Branch | Textile industry |
| Website | www.diesel.com |
The Diesel SpA is an Italian fashion company based in Breganze .
With the financial support of his father, the Italian Renzo Rosso bought a 40% stake in the textile company Moltex of the Italian jeans entrepreneur Adriano Goldschmied in 1978 and renamed it Diesel in 1979 . The first men's collection with a focus on denim was launched in the same year. The company was initially based in Molvena ; In 2002 the company moved to the neighboring town of Breganze . Rosso chose the name because it is pronounced the same in all languages and it was the "ultimate" fuel of the modern world. In 1985, when annual sales exceeded $ 5 million, Rosso Goldschmied paid $ 500,000. In 1989, womenswear was added to the Diesel portfolio and annual sales were $ 130 million. In the late 1980s and early 1990s, the Saddle , a wide-cut 5-pocket jeans with a narrow foot, was the best seller among Diesel jeans.
The youth collection 55DSL was established in 1994, but was integrated into the main Diesel collection in 2015 and thus discontinued. The first Diesel brand flagship stores opened in 1996 in the fashion capitals of New York , Rome and London . In 1997 the first Diesel online shop went online. In 2007 the higher priced Diesel Black Gold collection for women and men was added to the range. Today, Diesel is represented in more than 80 countries with over 5,000 sales outlets, including around 400 of its own diesel boutiques. Since summer 2013, the former stylist of Lady Gaga and chief designer at Thierry Mugler , Nicola Formichetti, has been responsible as artistic director for the entire creative direction of the fashion brand. The position of chief designer at Diesel had not previously existed.
The brand has become known above all for its provocative, ironic communication: Over the years, the Diesel campaigns have not only shocked, amused and aroused astonishment, but also won awards. In 1991 the long-term for successful living campaign was launched. In 1995 the "Kissing Sailors" advertisement showed two men kissing.
Diesel is a subsidiary of Rosso's family holding company OTB - Only the Brave , founded in 2002 , to which Diesel also includes Maison Margiela (since 2002), Viktor & Rolf (since 2008), Brave Kid (children's fashion manufacturer, since 2011), Marni (since 2012 ) and Staff International . The latter is an Italian production and sales company acquired by Rosso in 2000, which operates under license for designer fashion brands such as Vivienne Westwood (since 1989), Dsquared 2 (since 2000), Marc Jacobs (men's fashion since 2008) or Just Cavalli (since 2011) Manufactures collections and also sells some.
OTB's 2013 turnover was 1.57 billion euros, 70% of which was generated by the Diesel brand. Renzo Rosso is President of the OTB Holding. His son Stefano was appointed second CEO alongside Riccardo Stilli in 2013 . Rosso's son Andrea has been Head of Diesel Licensing ( Creative Director of Licensing ) since 2014 . Former Bulgari CEO Alessandro Bogliolo has been the CEO of Diesel since 2013 . Staff International is CEO Ubaldo Minelli.
literature
- Diesel: Fifty . Die Gestalten Verlag , Berlin January 9, 2006, ISBN 3-89955-095-1 .
