Diesel

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
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.