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Diesel

Diesel

With Italian origins, Diesel was founded by Renzo Rosso in 1978. A bold-minded and determined visionary who personifies not only the slogan but also the brand’s goals. That is courage, creativity, and irreverence.

Renzo intended to reach the whole world from the start and aimed to make the word “diesel”, an international term.

The perfect name for the venture

Rosso aimed to create a reference brand that was progressive and daring. In this sense, at a time when diesel was considered an alternative fuel, Renzo liked the idea of his brand being associated with unique and distinctive values. Moreover, the fact that the word was pronounced identically across the globe made it an even more alluring option.

The admirable journey

After the brand’s immense success in Milan’s haute couture stores, and following its successful internationalization, Rosso, in line with the motto “For Successful Living” widened its market prospects with the launch of the first Diesel signature fragrance. Diesel Plus Plus – a refreshing, oriental woody scent.

An object of desire for people of all ages, this was a wise move by a determined man. The first of many, as Zero Plus (1999) and Green (2002) immediately followed.

Currently, with a wide range of perfumes, the brand offers unmistakable and enveloping aromas.

For whom Diesel perfumes are for

Especially suitable for determined, active, and dynamic personalities, Diesel is the right choice for those who don’t like to go unnoticed.

Therefore, the Italian brand (as well as its fragrances) has as its top guidelines:

  • Irreverence;
  • Audacity;
  • Luxury;
  • Uniqueness and
  • Bravery.
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