Passion. Individuality. Self-Expression. DIESEL was built on these pillars in 1978 by Renzo Rosso, creating a lifestyle brand rooted in denim but forged with an unwavering vision for the future. With over four decades of history and experience in denim mastery, DIESEL is the global leader in denim treatments, washes, fabric innovation, and fit, driven by the manifesto that passion is the greatest muse.