Diesel is a legendary Italian brand. Its history dates back to 1978 when Renzo Rosso and Adriano Goldschmied founded Genius Group Company. Such brands as Katherine Hamnett, Goldie, Martin Guy, Ten Big Boys, and, of course, Diesel owe this company their appearance. The name of the last brand was chosen taking into account two factors. The first is that Diesel was the name of the fuel that seemed to be the solution to the problem of oil crisis Europe was faced with in 1970s. The second is that the word Diesel sounded more or less similarly almost in all languages. Acorrding to Renzo Rosso, the conception of Diesel brand is no geographic boundaries at all - the brand must be a unique cultural phenomenon.
Renzo Rosso showed his talent for business management at the age of 10 years when he began to breed rabbits for sale. Soon his farm numbered more than 100 rabbits and brought in return that encouraged Rosso’s aim to own his own company. At the age of 20 he took to designing. Later he got a job as a production manager in Moltex Company that produced textile fabrics. The president of the company was Adriano Goldschmied. It was Rosso who advised him to change his business policy: to cut wages and to add percentage of sales to them. He also suggested a new business plan in order to expand production and to reduce costs.
In 1979, the Diesel brand released the first collection of men’s clothes and in 1981 it started to export its products to a number of European countries, as well as to the USA. In the year 1984, the company introduced Diesel Kids clothing, with the target group being kids at the age of two years and upwards. In 1985, Renzo Rosso finally managed to buy out the Adriano Goldschmied's share in the company.
Today Diesel bags enjoy the highest reputation for their high quality materials, variations in themes, and stylish look. Every Diesel edition becomes a nice surprise for its fans.
