In 1990, Renzo Rosso founded the brand Diesel, beginning from his mothers sewing machine where he designed and sold jeans to his peers. In 2023, Diesel’s denims are produced exclusively in Italy, with the brand expanding into different sectors, with Diesel Eyewear in collaboration with Marcolin, Diesel Watches in partnership with Fossil, and a fragrance line in alliance with L’Oréal. Diesel has achieved Renzo’s goal of creating an apparel line perfect for individual people who follow their own unique path in life, and for those style-makers who express their individuality by the way they dress.