Be Stupid.

FOR SUCCESSFUL LIVING -- From a pioneering jeans & casual brand to a global lifestyle icon.

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 Renzo Rosso created it in 1978: he envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. "Diesel Planet" has a population of 4,000 uniquely different people; this colorful, cosmopolitan crowd shares a passion for adventure and experimentation in every field, from fashion design and graphics to store interiors, retail and marketing. Diesel thrives on change: it produces no less than 3,000 new products each season and each one derives from a process of enormous creative freedom, thus ensuring constant innovation.

There's a unique characteristic flowing through each Diesel product, from clothing to ad campaigns. This approach is made possible by extraordinary teamwork behind the scenes. The Diesel Creative Team, headed by its long-time Creative Director Wilbert Das, comprises not only those who design clothing, but also the talents behind graphic design, advertising, events & shows, interiors, store windows and websites. Together, they create the Diesel universe.