The history of Diesel.

Diesel brand story:

Diesel Chinese name: Diesel. The original meaning of Diesel is "diesel". Diesel founder Renzo Rosso explained the brand meaning: " The word "Diesel" is short and concise, and it sounds catchy. Although some customers think that we sell diesel engines, this is exactly the connotation of our jeans - full of vitality and vitality. "

Diesel is famous. The Italian denim fashion brand was founded by Renzo Rosso in 1978 and became one of the 14 brands under the Italian fashion company "Genius". At that time, Diesel was only a second-tier brand worth US$7 million (Genius Group owns popular brands such as Katherine Hamnett, Martin Guy, Ten Big Boys, etc.)

At first, Diesel's dynamic concept was not so easy to accept. The iconic Dirty jeans, which are full of holes, stains, hand-washed and distressed, are always subject to quality complaints from customers - they mistakenly think they are defective products. Thirty years later, the Diesel brand has become the most sexy symbol, with fans all over the world who like the Diesel brand. In 2008, on its 30th anniversary, Diesel held a large-scale "Diesel xXx" themed event with 24-hour non-stop parties in 17 cities around the world, and launched "Dirty Thirty" limited edition jeans. Today, Diesel is a dynamic brand with more than 200 stores around the world and annual sales of approximately US$1.2 billion.

Diesel's style is young and creative, inspired by every bit of daily life and closely tied to trends. Diesel has never lowered its value from the beginning and will never please the majority. A small and smug communication has formed between Diesel and Diesel's customers, just like Renzo Rosso ( Renzo Rosso said: "Diesel never tells customers what to buy, but conveys a feeling about life. I believe in the intelligence of customers, and they also believe in me."

Diesel It is a clothing series that is impressive with its distinctive "D" letter. It mainly designs men's and women's clothing with denim materials. Diesel has launched different series for different consumer groups:

The Diesel Style Lab series is a high-end casual clothing series based on design, fabric and product creativity, targeting consumers who pursue new designs and love to wear group. Diesel Kids is a clothing line for teenagers and children, full of bright colors and bold, modern styles. The 55DSL brand is a strong and independent sportswear brand, suitable for athletes in the new era who love extreme sports.

Since 1991, Diesel has used the slogan "For Successful Living" in its product advertisements every season, and has packaged its clothing series in the form of stories, telling a story every season. In 2002, Diesel invited fashion godfather Karl Lagerfeld to launch the Lagerfeld Gallery by Diesel denim series, leading the trend of cross-border cooperation in the fashion industry. In 2003, pop singer Britney Spears attended the Diesel Style Lab series clothing conference and successfully promoted the Diesel Style Lab brand image.