What are the fourteen clothing brands of Italian Genius Group?

DIESEL is a famous Italian denim fashion brand founded by Renzo Rosso in 1978. At that time, it became one of the 14 brands of the Italian fashion company "Genius". . At that time, DIESEL was just a second-tier brand.

Renzo Rosso explained the meaning of the brand: "The word DIESEL is short and concise, and it sounds catchy. Although some customers think we sell diesel engines, this is exactly the connotation of our jeans - energetic and energetic. Vigorous." Instead of using the name as the brand, replacing it with the word DIESEL also contains historical background considerations.

The original meaning of DIESEL is "diesel". In 1972, the world was facing a serious energy crisis, and the efficiency of diesel engines was superior to the kinetic energy of gasoline. In other words, diesel was a hot star at the time. Energy can be regarded as a trend product, so it is named after it. The inspiration of DIESEL comes from every bit of daily life and is closely related to the trend of the trend, which appropriately confirms the youthful characteristics of the brand.

DIESEL founder Renzo Rosso

Before DIESEL was established, Renzo Rosso specialized in sewing the most exquisite and fitting jeans for the Italian royal family, which made the royal family extremely satisfied and received high praise. However, the money actually earned was not much, and the customers from the aristocrats and royal families were scarce after all. Therefore, Renzo Rosso and Adriano Goldschmied decided to set up a company to provide jeans with fitting styles, high quality and reasonable prices to all the general public. .

At first, DIESEL's dynamic concept was not so easy to accept. DIESEL's iconic Dirty jeans, which were full of holes, stains, and hand-washed and distressed, always received quality complaints from customers - they mistakenly thought That's a defective product. 30 years later, the DIESEL brand has become the most sexy symbol, with fans who like the DIESEL brand all over the world. 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.