Diesel

Diesel is an Italian fashion company created in 1978 by Adriano Goldschmied and later taken over by co-founder Renzo Rosso. Diesel’s original focus was denim-wear (primarily jeans), but the brand later expanded into all kinds of street-influenced clothing for men, women, and children, plus fashion accessories and lifestyle items like eyewear, headphones, and homewares. Diesel has also applied its edgy marketing and its image of youthful sexiness to its fragrance collection, which was launched under arrangements with Marbert Cosmetics in the late 1990s. Although some of the early Diesel fragrances like Diesel Plus Plus and Diesel Zero Plus are now discontinued, the line was relaunched under a licensing arrangement with L’Oreal in 2007 and continues to thrive. Diesel’s fragrances typically feature bold and novel packaging. Only the Brave’s bottle is shaped like a clenched fist; Fuel for Life (for men and women) is offered in flask-shaped bottles encased in materials like leather, lace, or denim; and Loverdose’s bottle resembles a sharp-edged glass heart. With taglines like “Use With Caution” and “Finally Legalised,” Diesel continues to push the envelope in its fragrance line as well as its fashions.