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Diesel SpA simply known as "Diesel" is an Italian based designer clothing company which produces apparel for men and women between 18 and 35 years old. Diesel also creates a kids and sportswear line. The company was founded by Renzo Rosso and his former boss Adriano Goldschmied (of the increasingly popular AG Jeans company) in 1978. Diesel's milestone years include 1985 (Renzo's complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City's Lexington Avenue).
The name Diesel was reportedly chosen because it is pronounced the same in every major language. Most of Diesel's current production is outsourced, to small and medium-sized companies. Production of denim jeans is based mainly in Italy. The headquarters are located in Molvena, in the north-eastern part of Italy, where Diesel manages 17 subsidiaries across Europe, Asia and the Americas. Diesel owns more than 200 retail outlets worldwide and also wholesales to better retail boutiques and department stores, and has around 3,500 employees. Annual sales are approximately € 1.2 Billion according to 2005 figures.
The Diesel name is licensed to other companies to produce Diesel footwear, Diesel leather goods, Diesel eyewear, Diesel jewellery, Diesel wristwatches produced by major time-piece brand and company Fossil, as well as, and other accessories for men and women. In February 2007, Diesel will launch a major intimates and beachwear division for men and women that will be carried in the retail and department stores.
In recent years Diesel has driven its attention to the youth market, by sponsoring several projects such as the Diesel-U-Music Contest or the Diesel Wall artistic programme, or by participating in other actions, such as the 2006 edition of Life Ball, the Sundance Film Festival .
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