http://steveaguilarmkt081.blogspot.fr/2011/09/diesels-mission-statement-and-brief.html He had to face a first problem: nobody could see the link between Diesel name and fashion. Since its start, Diesel has used “For Successful Living” as a slogan for the brand’s DNA. Diesel has always sought to stand out from traditional identity models of jeans (seduction, manliness and fashion cult) and to create a feeling of belonging thanks to a unique relationship with their customers. Renzo spent his early years in the business learning the trade.He grew up on a farm with his parents in Italy’s Po Valley and as time pushed on Rosso wanted to get his hands on more of the company and used a loan of just €4,000 from his father to buy a 40% holding in the company and changed its name to Diesel. Through this “carpe diem” philosophy, Diesel became the symbol of a strong community where people share the same values: they want to end up with stereotypes and to escape from daily reality. For more than 20 years now there has been long running battles between the two companies. Cookie Policy, {"newsletter-popup-email":{"valueMissing":"The e-mail address field is required","typeMismatch":"Please enter a valid Email Address","patternMismatch":"Please enter a valid Email Address"},"newsletter-footer-email":{"valueMissing":"The e-mail address field is required","typeMismatch":"Please enter a valid Email Address","patternMismatch":"Please enter a valid Email Address"},"newsletter-email":{"valueMissing":"The e-mail address field is required","typeMismatch":"Please enter a valid Email Address","patternMismatch":"Please enter a valid Email Address"}}. The Irish Diesel Co went into liquidation and was bought out in 1988 by the now Current Diesel (Ireland). To anyone outside of Republic of Ireland you will be completely unaware that there are two Diesel Clothing Brands which exist today, but In the Rep Of Ireland we have just that and it can be very confusing for consumers trying to identify which is which.The 2 diesel brands are "The Italian Diesel" (sold worldwide) diesel.com and "Diesel Ireland" (sold only in Rep of Ireland) diesel.ie . Diesel Italy is a Premium denim brand which would sit along side top end brands like Hugo Boss AND G-Star. Diesel Italy was first registered in 1978 and one year later Diesel (Ireland) was formed in 1979 in Co Monaghan (MONTEX HOLDINGS LTD). Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. ", http://www.independent.ie/business/jeans-giant-diesel-in-irish-trademark-row-30425220.html. DIESEL is known worldwide for Fragrances, watches and much more. Currently they make men’s and ladies fashion and have Diesel store's across Ireland. http://www.modeandco.com/diesel-histoire-une-marque-mode.htm Do you buy any Diesel jeans because of their values ? A little while later, Renzo bought out Adriano Goldschmied’s interest in the Diesel brand name in 1985 for $500,000. PAY LATER WITH KLARNA Shop now and pay later by selecting “Klarna” at checkout. DIESEL is known worldwide for Fragrances, watches and much more. He used his mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and sell to his friends for 3500 lira a piece. : 00642650246. Customers are always asking us how do you know if your buying an Original Pair of DIESEL Italian Jeans? Diesel SPA Turnover was over €1.3 billion in 2009. Through Diesel brand, Renzo Ross wants to entertain and to introduce customers to new experiences.