Established in 1978 by Renzo Rosso, Diesel was founded on the concept of disrupting the stagnate ideas of traditional style. Met with instant critical and commercial success, the brand's appeal is cemented in its ability to speak to a wider clientele. A lifestyle brand that is known for its notable and versatile denim and wares, Diesel’s empire includes eyewear, footwear, leather wear, Diesel Gold and 55 DSL. An influential label applauded for its ingenious market strategies, the brand also creates custom denim jeans and is known for it chic-meets-rock attitude. Think rock-rebel aesthetic, modern cuts, cool leather jackets and sexy-masculine shapes. Signatures: regular slim jeans, slim jeans, distressed denim and easy t-shirts.