Founded in 1978 by Renzo Rosso and Adriano Goldschmied, Diesel's rebellious, streetwise aesthetic quickly became a main attraction for denim enthusiasts and Hollywood's brightest young stars. In 2007, the company introduced a more high-end contemporary collection, Black Gold, to accompany their children's line, Diesel Kid, and sportswear division, 55DSL. In 2010 they added a home collection that includes furniture, lighting, and textiles. Diesel is also known for its collaborations with such brands as Sony, Monster, Adidas, Ducati, and Fiat.

"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."