onsor for the World SuperbDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]
In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title spike
racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8]
By 1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]Diesel founder Rosso began
purchasing additional fashion companies in 2002, under the parent company Only The Brave, which
Diesel was brought under as well. Companies purchased by Only the Brave included Maison Martin
Margiela, Viktor & Rolf, Marni, and licensing company Staff International.[15]In 1990 Russ Togs, Inc.
received the license to market and distribute Diesel lines in the United States and Mexico. Mitsubishi Co.
received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of business,
and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the
creation of made in the USA Diesel products never came to fruition, and Diesel instead placed its made-
in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World
Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco,
Rome, and London, and began to open other mono-brand stores for Diesel in order to augment its points
of sale in department and other multi-brand retails stores. Further flagship stores (also known as
“StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated
catalogs for its retail lines.[13] The company also won the Premio Risultati award for Best Italian
Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel
“the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to market and
distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso
upon ending the licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel
products never came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US
stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996,
Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and began to
open other mono-brand stores for Diesel in order to augment its points of sale in department and other
multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in
Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The
company also won the Premio Risultati award for Best Italian Company of the Year from the Bocconi
Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the moment”.[6]Diesel
founder Rosso began purchasing additional fashion companies in 2002, under the parent company Only
The Brave, which Diesel was brought under as well. Companies purchased by Only the Brave included
Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustraDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustra

Diesel SpA

Diesel Logo 2015.png

Formerly called
Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.
Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustraDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustra

Diesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]
Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]
In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

Diesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied
Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute i

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit
Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]
her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. receivedpeople

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title spike
racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diehe World SuperbDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]
In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, e World SuperbDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

onsor for the World SuperbDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.
Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title spike
racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8]
By 1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]Diesel founder Rosso began
purchasing additional fashion companies in 2002, under the parent company Only The Brave, which
Diesel was brought under as well. Companies purchased by Only the Brave included Maison Martin
Margiela, Viktor & Rolf, Marni, and licensing company Staff International.[15]In 1990 Russ Togs, Inc.
received the license to market and distribute Diesel lines in the United States and Mexico. Mitsubishi Co.
received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of business,
and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the
creation of made in the USA Diesel products never came to fruition, and Diesel instead placed its made-
in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World
Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco,
Rome, and London, and began to open other mono-brand stores for Diesel in order to augment its points
of sale in department and other multi-brand retails stores. Further flagship stores (also known as
“StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated
catalogs for its retail lines.[13] The company also won the Premio Risultati award for Best Italian
Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel
“the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to market and
distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso
upon ending the licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel
products never came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US
stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996,
Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and began to
open other mono-brand stores for Diesel in order to augment its points of sale in department and other
multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in
Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The
company also won the Premio Risultati award for Best Italian Company of the Year from the Bocconi
Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the moment”.[6]Diesel
founder Rosso began purchasing additional fashion companies in 2002, under the parent company Only
The Brave, which Diesel was brought under as well. Companies purchased by Only the Brave included
Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustraDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]
her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustra

Diesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion
Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...
Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustraDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit
Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]
her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian CoAustin Powers: The Spy Who Shagged Me (1999) . Dr. Evil is back...and has invented a new
time machine that allows him to go back to the 60s and steal Austin ...

Images may be subject to copyright.1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustra

Diesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

Diesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute i

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]
In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title
sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New
York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in
order to augment its points of sale in department and other multi-brand retails stores. Further flagship
stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi Co. received the license to
market and distribute in Japan.[8] By 1991, Russ Togs was going out of business, and sold Diesel
Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs collapse, the creation of
made in the USA Diesel products never came to fruition, and Diesel instead placed its made-in-Italy jeans
and clothing in US stores.[9] In 1992, Diesel became the title sponsor for the World Superbike racing
circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for
its retail lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year
from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the
United States and Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By
1991, Russ Togs was going out of business, and sold Diesel Sportswear to Rosso upon ending the
licensing deal. As a result of Russ Togs collapse, the creation of made in the USA Diesel products never
came to fruition, and Diesel instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992,
Diesel became the title sponsor for the World Superbike racing circuit.[10]In 1996, Diesel opened large
flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand
stores for Diesel in order to augment its points of sale in department and other multi-brand retails
stores. Further flagship stores (also known as “StyleLabs”) opened, including stores in Berlin, Barcelona,
and Paris.[12]Diesel also produces illustrated catalogs for its retail lines.[13] The company also won the
Premio Risultati award for Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In
1998 The Wall Street Journal called Diesel “the label of the moment”.[6]States and Mexico. Mitsubishi
Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was going out of
business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of Russ Togs
collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel instead
placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title sponsor for
the World Superbike racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for Diesel in order to
augment its points of sale in department and other multi-brand retails stores. Further flagship stores
(also known as “StyleLabs”) opened, including stores in Berlin, Barcelona, and Paris.[12]Diesel also
produces illustrated catalogs for its retail lines.[13] The company also won the Premio Risultati award for
Best Italian Company of the Year from the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal
called Diesel “the label of the moment”.[6]Diesel founder Rosso began purchasing additional fashion
companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well.
Companies purchased by Only the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and
licensing company Staff International.[15]

[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and London, and
began to open other mono-brand stores for Diesel in order to augment its points of sale in department
and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”) opened,
including stores in Berlin, Barcelona, and Paris.[12]Diesel also produces illustrated catalogs for its retail
lines.[13] The company also won the Premio Risultati award for Best Italian Company of the Year from
the Bocconi Institute in 1996.[14] In 1998 The Wall Street Journal called Diesel “the label of the
moment”.[6]Diesel founder Rosso began purchasing additional fashion companies in 2002, under the
parent company Only The Brave, which Diesel was brought under as well. Companies purchased by Only
the Brave included Maison Martin Margiela, Viktor & Rolf, Marni, and licensing company Staff
International.[15]

her to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under
the Diesel brand and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]
In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. receivedpeople

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand
and many others.

Rosso bought out Goldschmied's interest in the Diesel brand name in 1985 for US$500,000, becoming
the sole owner of the company.[1] Rosso has said that he learned marketing from the US, creativity from
Italy, and systems from Germany.[7]

In 1990 Russ Togs, Inc. received the license to market and distribute Diesel lines in the United States and
Mexico. Mitsubishi Co. received the license to market and distribute in Japan.[8] By 1991, Russ Togs was
going out of business, and sold Diesel Sportswear to Rosso upon ending the licensing deal. As a result of
Russ Togs collapse, the creation of made in the USA Diesel products never came to fruition, and Diesel
instead placed its made-in-Italy jeans and clothing in US stores.[9] In 1992, Diesel became the title spike
racing circuit.[10]In 1996, Diesel opened large flagship stores in New York City, San Francisco, Rome, and
London, and began to open other mono-brand stores for Diesel in order to augment its points of sale in
department and other multi-brand retails stores. Further flagship stores (also known as “StyleLabs”)
opened, including stores in Berlin, Barcelona, and Paris.[12]Diehe World SuperbDiesel SpA

Diesel Logo 2015.png

Formerly called
Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit

Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his
mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and
sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in
Padua.[5]

In 1976 Rosso began working for a clothing manufacturer called Moltex, which was owned by Adriano
Goldschmied. After working with the company for two years, he used a loan from his father to buy a 40%
holding in the company, e World SuperbDiesel SpA

Diesel Logo 2015.png

Formerly called

Moltex[1]

Type

Private

Industry Fashion

Founded Molvena, Italy

(1978; 39 years ago)

Founder

Adriano Goldschmied

Renzo Rosso[1]

Headquarters Breganze, Italy

Key people

Renzo Rosso, president & founder

Nicola Formichetti, artistic director

Products Clothing and Accessories[2]

Revenue €2.9 billion (2015)

Parent OTB Group

Website www.diesel.com

History Edit