Long before the concept of designer denim was even on the map for most Americans, Diesel was perfecting its signature brand of stylized jeans for men, women, and kids. High-end denim brands have recently become a status symbol in the United States, but Diesel has long known that jeans can be the most versatile and long-lasting elements in your wardrobe. Why not make them as stylish as possible.
As opposed to many of today's most successful designer denim brands, Diesel comes with an actual pedigree in fashion. This is not a denim brand, but an actual fashion brand with a specific focus on sportswear. Bear in mind, too, that sportswear in Europe, which now greatly informs the evolving US sportswear market, was traditionally a very different standard of style than it was here. Sportswear in Europe is more of a casual, active-lifestyle take on high fashion, whereas it has traditionally been little more in the US than clothing you might wear while exercising. A stroll through Barneys these days will give you an idea of the influence of European sportswear on its American counterpart, and Diesel has played a huge role in making that happen.
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Cory O'Malley (DesignDude)
I'm a community manager at Lunch and think I know a thing or two about quirky industrial design, indie rock, lowbrow art, contemporary British authors, Mediterranean cuisine, chihuahuas -- pretty much … more
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Diesel S.p.A. is an Italian design company. It is best known for clothing aimed at the young adult market, particularly jeans, but the brand can now be found on everything from underwear to fragrances. The company is owned by its founder Renzo Rosso, and is based in Molvena in northern Italy.