"One thing that we have always tried to be with Diesel is pioneers. We are always introducing new, modern, different, fresh, and rebellious products that take both denim and the people wearing it to a whole new place."
Diesel was founded by Renzo Rosso and his former boss Adriano Goldschmied of the AG Jeans company, in 1978. In February 2007, the company launched a major intimates and beachwear division for men and women, followed by Diesel Black Gold in November that year.