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"Beginning as a
company focused on making quality Jeans, Diesel has become part of
youth culture worldwide. It can legitimately claim to be the first
brand to believe truly in the global village and to embrace it with
open arms"
THE COMPANY
The brand Diesel was born more than 20 years ago and is today an
innovative international design company, manufacturing jeans and
casual Jeans as well as accessories. It is present in over 50 countries
with 10,000 points of sale and 40 company-owned stores.
When Renzo Rosso founded
the company in 1978, he wanted it to be a leader, a company which
took chances and carved out a niche for itself in its field. He
surrounded himself with creative, talented people - innovators who,
like him, rejected the slavish trend-following typical of the fashion
industry. Renzo wanted to come up with a more dynamic and imaginative
line of Jeans than was available anywhere. He gave his open-minded
new designers broad stylistic freedom, hoping they could create
a line of Jeans perfect for people who follow their own independent
path in life. Particularly for those who decide to express their
individuality also by the way they dress.
From the very beginning,
Diesel's design team turned their backs on the style-dictators and
consumer forecasters of the fashion establishment and let their
own tastes lead them. It is for this reason that Diesel immediately
became a leader in developing styles, fabrics, manufacturing methods
and quality control, guaranteeing an outstanding quality product.
The company now views
the world as a single, border-less macro-culture. The Diesel staff
reflects this: a wide variety of people and personalities from all
parts of the globe, creating an unpredictable, dynamic vitality
and energy within the company. Diesel people and their working methods
are so unconventional, and yet productive, that they have been profiled
in countless magazines, newspapers and documentary television programs,
and have been studied by consulting organizations, international
conglomerates, universities and business schools.
Diesel's "historical
moments" include mile-stones like 1978 (creation of the brand
name), 1985 (Renzo's complete acquisition of the company), 1991
(beginning of the international marketing strategy) and 1996 (opening
of Diesel's first flagship store on New York City's Lexington Avenue).
Ever since the beginning,
Renzo Rosso believed in addressing the world with one product and
one language, and one of his first steps was building a solid and
vast distribution platform stretching across all 5 continents.
Most of Diesel's current
production is outsourced, to small and medium-sized companies. Production
of denim jeans is based exclusively in Italy. All international
logistics operations (wholesale and retail) are centrally managed
and carefully controlled.
Today Diesel is a
global concern with a consolidated annual turnover of 540 billion
Lire (US$ 320 millions), 85% of which is generated outside Italy.
The Headquarters are located in Molvena, in the north-eastern part
of Italy, where the company manages 12 subsidiaries across Europe,
Asia and the Americas. Diesel employs over 1,000 people worldwide.
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