Diesel SpA simply known as “Diesel” is an Italian based designer clothing company which produces apparel for men and women between 18 and 35 years old. Diesel also creates a kids and sportswear line.
The company was founded by Renzo Rosso and his former boss Adriano Goldschmied (of the increasingly popular AG Jeans company) in 1978. Diesel’s milestone years include 1985 (Renzo’s complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel’s first flagship store on New York City’s Lexington Avenue).
The name Diesel was reportedly chosen because it is pronounced the same in every major language. Most of Diesel’s current production is outsourced, to small and medium-sized companies. Production of denim jeans is based mainly in Italy. The headquarters are located in Molvena, in the north-eastern part of Italy, where the company manages 17 subsidiaries across Europe, Asia and the Americas.
The company owns more than 200 retail outlets worldwide and also wholesales to better retail boutiques and department stores, and has around 3,500 employees. Annual sales are approximately 1.2 Billion according to 2005 figures.
