Diesel

Denim is the starting material for Diesel, but the Italian label has always sold an attitude along with its jeans. Founded in 1978 by Renzo Rosso and Adriano Goldschmied, the business built an international identity around treated fabrics and an irreverent view of success. Rosso took full control in 1985, developing Diesel into the foundation of the group now known as OTB.

Washing and distressing made denim look lived in before its first owner had worn it. That technical work gave the brand a recognizable product, while its advertising supplied a provocative public voice. The long-running For Successful Living slogan treated aspiration with humor, turning the usual promise of fashion advertising into something more ambiguous. Sexuality and the refusal to behave have remained recurring subjects.

Diesel expanded beyond jeans into ready-to-wear and accessories, with licensed categories including fragrance and watches. Its menswear often places the body at the center of the picture. Close-fitting tops or a distressed jean can suggest a night out, while larger outerwear changes the silhouette. The clothes ask for participation from the wearer, extending denim’s workwear origins into a more conspicuous social life.

Nicola Formichetti served as artistic director from 2013 to 2017. Glenn Martens took over creative direction in 2020 and pushed textile experimentation further, treating denim as a material for elaborate construction as well as everyday clothing. His tenure ended with the spring-summer 2027 show in September 2026. Through those different chapters, Diesel’s identity has rested on making a mass-market fabric feel individual.