Diesel for Men
Diesel is an Italian fashion label that has achieved huge success around the globe. It received its first success with jeans but that spread out to clothes and then accessories such as watches and fragrances. It is still controlled by Renzo Rosso the founder of the company and maintains its head office in Italy.
It is an older company than many people are aware being formed in the late seventies. A key point in the development of the brand was when they hired the man who still has creative control of the brand, Wilbert Das. Das was hired in the late eighties when he had only just graduated from his fashion school. It was not until the early nineties that Diesel for Men started to plot a global plan to expand the brand and they opened their first flagship boutique in New York City in the mid nineties. It is now a huge brand that is known the world over and operates over 300 boutiques with its clothing range available in thousands of other stores around the world.
The most popular line in the range are its diesel jeans UK. They are well known as being very good quality and hard wearing along with having a great cut and finish. The denim is still produced in Italy.
Wilbert Das still oversees all of the creative control of the lines. Diesel for men produce a wide range of clothes with new collections for every season. As well as this, they also produce a very successful line of perfumes and fragrances, watches, and sunglasses. Das has worked for the company for over 20 years and has always been involved in the design of the pieces. He has operated under the title of creative director since the early nineties. This sees him overseeing the design of the products but also the boutique design and every other aspect of the style and look of the brand.
Diesel have a very strong brand and always produce very strong advertising campaigns. They also manage to associate themselves with popular culture with events such as the Diesel-U-Music competition which seeks to discover new and edgy music.
