From Renzo Rosso to Glenn Martens, a brief overview of the iconic Italian brand.



<h2>History of Diesel&nbsp;</h2>
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<p>Born to a farming family, the first item <a href="https://www.goat.com/brand/diesel"><u>Diesel</u></a> founder Renzo Rosso ever crafted with his hands was a pair of bell-bottom pants using his mother’s Singer sewing machine. &nbsp;</p>
<p>In the late 1970s, at just 20 years old, Rosso co-founded Diesel with the “Godfather of Denim,” Adriano Goldschmied. The name was inspired by mentions of diesel as an alternative energy source during the oil crisis of the time. This etymology highlights the brand’s disruptive DNA and its aim to bring a new perspective to the denim world. Rosso would change the <a href="https://www.goat.com/apparel/brand/diesel/bottoms"><u>jeans</u></a> business forever, parlaying his success with Diesel into the Only the Brave holding group, which now owns brands like <a href="https://www.goat.com/brand/jil-sander"><u>Jil Sander,</u></a> <a href="https://www.goat.com/apparel/brand/marni"><u>Marni</u></a> and <a href="https://www.goat.com/sneakers/brand/maison-margiela"><u>Maison Margiela</u></a>.</p>
<p>After Goldschmied left Diesel in the mid ’80s, Rosso—whose edgy designs took inspiration in part from used trousers at vintage markets—began enhancing the brand’s cultural cachet through provocative advertising campaigns. Iconic spots like “<a href="https://www.youtube.com/watch?v=KkvjSu0T2aA"><u>Monster Burger</u></a>,” part of Diesel’s ‘Guides for Successful Living’ campaign, reflected the irreverent ethos of the MTV generation.&nbsp;</p>
<p>As <a href="https://www.goat.com/apparel/brand/diesel/tops"><u>Diesel</u></a> grew, it launched stores around the world as well as various sub-labels (with the first being the snowboard-centric 55DSL in 1994). During the early 2000s, it became synonymous with the skinny, low-rise denim styles worn by the likes of Paris Hilton. As fashion succumbed to the denim revolution, Diesel’s status as one of the industry’s major players was cemented when Karl Lagerfeld’s Lagerfeld Gallery label teamed up with the brand for a fully realized denim line.</p>
<p>As Diesel evolved into a full-fledged lifestyle company, operating in everything from kidswear to homewares, denim remained at the core of its output. In 2013, former <a href="https://www.goat.com/brand/mugler"><u>Mugler</u></a> creative director and Lady Gaga stylist Nicola Formichetti was appointed artistic director, given carte blanche by Rosso to reboot the brand and reshape it in his vision. The partnership lasted four years, characterized by heavy Japanese and Italian influences in keeping with Formichetti’s background.</p>
<p>After the brand went through operational changes in the later part of the decade, <a href="https://www.goat.com/brand/yproject"><u>Y/Project’s</u></a> Glenn Martens took over as creative director of Diesel in 2020. The Belgian, who had already worked with Diesel on the Red Tag project alongside Shayne Oliver and Samuel Ross, garnered a reputation for tailoring, spiraling volumes, deconstructing and reconstructing garments, and applying historical references to streetwear. Debuting during the Spring/Summer 2022 season, Martens’ youthful energy helped return Diesel to the forefront of the cultural conversation, mining heavy Y2K influences and collaborations with figures such as Julia Fox.</p>

Diesel Treated Jumper 'Ebony'

Diesel T-Boxt-Peeloval 'Grey'

Diesel B-1DR Belt 'Black'

Diesel Regular Fit Trucker Zipped Jacket 'Blue'

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<h2>Current Diesel Trends</h2>
<p>A staple of Milan Fashion Week, Diesel perennially releases new statement items that help start wider trends. Below, some of the most recent.</p>
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<h3>Mini Skirt</h3>
<p>Debuting in Martens’ third collection, the Diesel belt <a href="https://www.goat.com/apparel/brand/diesel/bottoms"><u>skirt</u></a> became a viral phenomenon on TikTok. The hybrid design—part belt, part skirt—features the Diesel “D” logo with a velcro closure at the front.</p>
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<h3>Diesel 1DR Bag</h3>
<p>Martens introduced the 1DR <a href="https://www.goat.com/bags/brand/diesel"><u>shoulder bag</u></a> in Spring 2022 as a signature “It” bag. The revamped design is again highlighted by the Diesel “D” logo, offered in matte and mirror finishes. According to Martens, “The ‘D’ in itself reminds us of strength and possibilities.”</p>

Diesel Denim Mini Skirt 'Blue'

Diesel 1DR M Iconic Bag 'Blue'

Diesel Ron Skirt 'Grey'

Diesel 1DR Shoulder Bag 'Black'

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<h2>How to Style Diesel&nbsp;</h2>
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<p>Diesel remains true to its denim-centric provenance while experimenting with different categories such as streetwear, sportswear and luxury archetypes. The brand could be considered elevated casualwear, with its jeans ideal for dressing up or down. Under the direction of Martens, Diesel has leaned into more experimental territory and statement items, including conceptual garments for the first time ever.</p>

Diesel S-Roxt-Hoodie 'Deep Black'

Diesel 1969 Ebbey Jeans 'Grey'

Diesel Clarksville Top 'Midnight Blue'

Diesel Berny Belt 'Leather'

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<h2>Brands Similar to Diesel</h2>
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<p>Diesel is often considered the denim world’s <em>enfant terrible</em>, with its expressive sensibilities serving as a counterpoint to heritage brands like <a href="https://www.goat.com/brand/levis"><u>Levi’s</u></a>, Wrangler and Lee (notably, Diesel collaborated with Lee on a capsule Spring 2024, itself considered a subversive act). Based on the outskirts of Venice, Diesel embraces its Italian heritage for inspiration and is often grouped with luxury peers. Its '90s appeal is frequently mentioned in the same breath as nostalgic ‘90s labels like True Religion.</p>
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<h2>Diesel FAQ</h2>

<p>Related Articles: <a href="https://www.goat.com/editorial/beginners-guide-to-denim-tears">Beginner's Guide to Denim Tears</a>, <a href="https://www.goat.com/editorial/beginners-guide-to-denim">Beginner's Guide to Denim</a>, <a href="https://www.goat.com/editorial/rick-owens-size-and-fit-guide">Rick Owens Size and Fit Guide.</a></p>

Beginner's Guide to Diesel

An overview covering the size and fit of the American designer’s apparel and footwear.



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