Guide Note

Diesel is a designer clothing line founded in 1978. Popular for their designer jeans, the company also creates watches, perfume, and shoes. Their clothing was originally aimed at the 20 to 30 something crowd but they have recently launched a kids line.

Fast Facts

1. Specialize in Italian-based denim
2. Founded by: Renzo Russo and former boss Adriano Goldschmied
3. Stores: More than 200 worldwide
4. Has attracted attention with controversial ad campaigns
5. Company has about 3,500 employees

History of Diesel

Diesel was founded by Renzo Russo and Adriano Goldschmied in 1978. Seven years later Russo acquired the company and it wasn't until 1991 that an international marketing campaign was underway. In 1996 Diesel opened its first flagship store in New York City and the popularity of these jeans hit U.S. mainstream. By 2005 their revenue was $1.5 billion dollars.

The Ads

Diesel has sparked attention due to their political and at times controversial ad campaigns. Whether its topless models, sexual situations, or tongue in cheek nods to Global Warming, the company's main target is the youth market and their interest in shock value. In 2007 Diesel's campaign titled, "Global Warming Ready" depicted models in cities such as Paris and London after global warming has occurred. Such photos included a rainforest growing around the Eiffel Tower.