Known for its youthful take on men’s denim and ready-to-wear, Diesel was founded in Italy in 1978 by designer Renzo Rosso. Saying that he learned creativity from Italy, systems from Germany, and marketing from the U.S., Rosso launched a legacy of bold style choices, both on the runway and off. Diesel’s expertly faded and distressed jeans originated the “premium denim” movement, while its infamous ad campaigns established the brand’s role as a cultural provocateur: smart, sexy, and just ironic enough. Since 2013, artistic director Nicola Formichetti has continued to push Diesel’s rebellious and challenging side. Its signature high-top sneakers adorned with jean-style pockets, relaxed graphic sweatshirts and lounge pants, and updated denim make Diesel an always contemporary force in street fashion.
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