Here we met some milestones Diesel Jeans brand. Past, present and future of this company that has spent 35 years in the clothing business, and now also extends to furniture and glasses.
Last: A History
Renzo Rosso, born in Padua, Italy southwest is the founder of this empire. With the brand name arose in 1978 when the oil crisis of world fuel became another option and so the analogy.
In 1979 came the first line was for men and in 1981 began exporting to other parts of the world, in 1984 I think a line for children.
In 1994 he began his sports line
In 1996 he arrived in New York with its brand and began what would become unstoppable.
Then he puts in front of your local store Levi's, a tough competition. Your goods could not cope to fill the store then decided to put a Dj turntable and a bar on the premises. This made for many life Friday, the brand hosted large parties.
When he entered the United States, a pair of Diesel Jeans were the most expensive in the market, cost $ 100, and your competition does not climbed $ 55. Large boutiques bet is different and more luxurious proposed that untied the jean of the working class and turned sexy and elegant.
In 1998 he was named the riskiest brand and sales rose by lot. Its European essence has given other hard icons denim.
In his controversial 2001 campaign Be Stupid was one Cannes Advertising.