Diesel is an innovative international design company, producing a wide-ranging collection of jeans, clothing, intimates, and accessories. Diesel is a leader in pioneering new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product. The company is present in over 80 countries. Diesel has long been a leading pioneer in denim and casual fashion, known for moving outside and ahead of trends in its industry. While retaining always its DNA, in recent years Diesel has evolved into the world of premium casual wear, becoming a true alternative to the established luxury market. Continually attracting new fans from all around the world, the label s cult international following spans ever farther from the tranquil rolling hills of Molvena in northern Italy, home of the company's world headquarters. Despite Diesel s extraordinary growth, its philosophy is the same as when it was created in 1978: it is still a brand that stands for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an alternative energy so it was representative of an alternative taste in casual wear. In 1985 Diesel launched its first For Successful Living advertising campaign in 1991, instantly establishing a reputation for innovative marketing. Diesel s first flagship stores, in New York, Rome and London, opened in 1996. Diesel clothing design do not follow established trends. Thay is largely unaffected by fashion fads; it is innovative and at times a bit radical, but it always shows careful attention to detail and focus on the selection of quality materials and production techniques. Diesel shoes, Diesel clothing, Diesel sunglasses and Diesel watch collections effectively precede trends and do not respond to them, with a constant emphasis on quality. The independent working methods within the company translate to a lifestyle attitude - the Diesel way.