Renzo Rosso founded the Italian denim company Diesel in 1978.
Rosso established Diesel after working in the Italian clothing industry, and the company developed a reputation for fashion-focused denim rather than only traditional workwear. Its name was chosen during the energy crisis of the late 1970s, when diesel fuel was discussed as an alternative energy source.
Diesel expanded internationally through distinctive advertising, unusual washes, and jeans positioned in the premium market. The brand became especially associated with experimental cuts and finishes that contrasted with basic five-pocket work jeans.
Diesel is sometimes confused with American designer-denim labels that rose during the same period. Its defining origin is Italian, and its founder is Renzo Rosso, not the founders of Guess or Jordache.