Never about just a pair of jeans, Renzo Rosso founded Diesel in 1978 driven by passion, determination and an attitude.

Fueling the company as an eternal muse, these elements created a global lifestyle brand that quickly established itself as an innovator and a rule-breaker.
Diesel rocketed onto the denim scene 35 years ago with an entirely new concept: washed denim cut from high-quality denim. Made in Italy, the jeans kick-started the premium denim market, simultaneously establishing Diesel’s DNA of denim mastery. Constant experimentation with treatments and washes over many years forged a unique know-how, differentiating Diesel denim courtesy of distressed, bleached, and hand destroyed treatments as well as iconic Diesel washes.
Signature Diesel fits are studied in every detail to create the perfect shape, including Skinzee, super skinny; Fayza, boyfriend; Rizzo, slim; Buster, slim; Tepphar, tapered; Sleenker, super slim; Tharar, slim and the new model Chino. Diesel’s instinct for innovation produced JoggJeans, a revolutionary hybrid product with the stretch of jersey and the look of denim.