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The brand Diesel was born more than 20 years ago
and is today an innovative international design company, manufacturing
jeans and casual clothing as well as accessories. It is present in over
80 countries with 10,000 points of sale and almost 50 company-owned
stores.
When Renzo Rosso founded the company in 1978, he wanted
it to be a leader, a company which took chances and carved out a niche
for itself in its field. He surrounded himself with creative, talented
people - innovators who, like him, rejected the slavish trend-following
typical of the fashion industry. Renzo wanted to come up with a more
dynamic and imaginative line of clothing than was available anywhere.
He gave his open-minded new designers broad stylistic freedom, hoping
they could create a line of clothing perfect for people who follow
their own independent path in life. Particularly for those who decide
to express their individuality also by the way they dress.
From
the very beginning, Diesels design team turned their backs on the
style-dictators and consumer forecasters of the fashion establishment
and let their own tastes lead them. It is for this reason that Diesel
immediately became a leader in developing styles, fabrics,
manufacturing methods and quality control, guaranteeing an outstanding
quality product.
The company views the world as a single,
border-less macro-culture. And the Diesel staff reflects this: a wide
variety of people and personalities from all parts of the globe,
creating an unpredictable, dynamic vitality and energy within the
company. Diesel people and their working methods are so unconventional,
and yet productive, that they have been profiled in countless
magazines, newspapers and documentary television programmes, and have
been studied by international conglomerates, consulting organizations,
universities and business schools.
Diesels historical moments
include mile-stones like 1978 (creation of the brand name), 1985 (Renzo
Rossos complete acquisition of the company), 1991 (beginning of the
international marketing strategy) and 1996 (opening of Diesels first
flagship store on New York Citys Lexington Avenue).
Ever since
the beginning, Renzo Rosso believed in addressing the world with one
product and one language, and one of his first steps was building a
solid and vast distribution platform stretching across all 5 continents.
Most
of Diesels current production is outsourced, to small and medium-sized
companies. Production of denim jeans is based exclusively in Italy. All
international logistics operations (wholesale and retail) are centrally
managed and carefully controlled.
Today Diesel is a global
concern with a consolidated annual turnover of 575 billion Lire (US$
330 millions), 85% of which is generated outside Italy. The
Headquarters are located in Molvena, in the north-eastern part of
Italy, where the company manages 12 subsidiaries across Europe, Asia
and the Americas. Diesel employs over 1,300 people worldwide. |
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