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LABEL OVERVIEW

Diesel was founded in 1978 by Renzo Rosso and Adriano Goldschmied under the umbrella of

the Genius Group. Rosso sold his shares in 1985 and took full control. Since then, the label hasgrown into a cult denim megabrand, expanding its scope to include fragrance, childrens

clothing, womenswear, and youth apparel. The tough, street-smart aesthetic is complemented

by elaborate ad campaigns, which range from political to kitschy to high glamour, and utilize

the talents of photographers like Terry Richardson. Diesel is worth an estimated $1.8 billion and

has more than 300 stores in 80 countries.

DESIGNED BY

Wilbert Das, 1988 - Present; Renzo Rosso, 1978 - 1988

SIBLING LABELS

Dsquared2

OWNED BYRenzo Rosso, Diesel S.p.A.

WEBSITES

http://www.diesel.com/#/start

Nicola Formichetti to Be Named Diesels First Artistic Director

BY HILARY MOSSFollowing days (two) of speculation about Nicola Formichetti'spost-Mugler

activities,WWD writeshe is being appointed Diesel's first artistic director. The brand's founderRenzo Rosso seems taken with the Haus of Gaga creative director, telling the trade, "I finally

met somebody as crazy as I am." Formichetti's formal duties include overseeing the "total view

of the Diesel brand product, communications, marketing and interior design. I want him to

do bigger things, different things. This is the right man to take the next step for a young

company and a brand for people who are young of mind."

The new artistic director mentioned branching out into high fashion and couture and

"repeatedly referred to ideas" that should come to fruition in the next five or ten years, so it

sounds like a serious commitment. WWD adds that although Formichetti's design feedback

might not be integrated before the fall 2014 season, he plans to contribute to this September'sad campaigns.

In a separate interviewwith Vmagazine, Formichetti admitted, "We've been talking for about a

year ... Basically Renzo approached me and said, 'You remind me of myself when I was younger.

I want to hand Diesel to you and I want you to make Diesel relevant for modern-day people.'

Coming from him it was like, Wow! ... In the '90s Diesel was one of the coolest brands. I

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remember the store in Covent Garden had DJs and hired actors to work there. They were the

first high-denim brand, it was a mix of high fashion and street back then there was no H&M

or Uniqlo." He went on, "It also had the marketing. Remember the iconic David LaChapelle

campaign with two sailors kissing? It was so shocking. Diesel was in bed with MTV at that time.

It was kind of a happening."