Fragrance house

Diesel

Diesel was founded by Renzo Rosso in Molvena, Italy, in 1978. Rosso chose its name during the 1970s oil crisis, when diesel was viewed as an alternative fuel, and wanted a name that could be pronounced internationally. In 1985, he acquired complete control of the brand. Initially focused on denim, Diesel evolved into a premium-fashion and lifestyle company spanning apparel, accessories, fragrances, watches, jewelry, and Diesel Living projects. “For Successful Living” has been its core slogan since the beginning, alongside an irreverent, anti-conventional public identity shaped by campaigns addressing inclusion, social injustice, minorities, and political and social absurdities. In 2002, Rosso established Only The Brave as a holding company for Diesel and future fashion-brand acquisitions; Diesel is part of the OTB Group. Glenn Martens became Diesel’s first creative director in October 2020, and his 2023 work featured remixed denim, experimental textiles, early-2000s references, and a concert-style presentation. In fragrance, Only The Brave, an iconic masculine Diesel scent, launched in 2009 with a clenched-fist bottle and a strength-and-courage concept. D by Diesel arrived in 2022 as the brand’s first gender-fluid fragrance, framed around liberty and youth.