Diesel was founded in 1978 by Renzo Rosso and Adriano Goldschmied.
The Italian brand first became known for denim and later expanded into broader fashion, accessories, fragrances, and watches. Rosso eventually became the central owner and business figure behind the company, which grew from a specialist jeans label into an international fashion group.
Diesel’s name was chosen during the 1970s energy crisis, when diesel fuel was presented as an alternative to conventional gasoline. The founders wanted a name that could work across languages and suggest an alternative attitude.
Diesel is sometimes confused with generic “diesel” terminology for fuel or with other Italian jeans labels. In fashion contexts, the capitalized name refers to the brand founded in Italy in 1978.