Since 1978, Diesel has been known for bringing a youthful take to men's denim and ready-to-wear. Founder Renzo Rosso has credited his success to having learnt creativity from the Italians, systems from Germany, and marketing from the Americans. The brand has crossed both runways and everyday life with its bold style choices, leading the way in premium denim. Its iconic ad campaigns solidified Diesel's position as a cultural provocateur: saavy, sultry and just a bit wry. Since 2020 creative director Glenn Martens keeps pushing Diesel's rebel side forward. Signature shoes featuring jean-style pockets, relaxed graphic sweatshirts and lounge pants and updated denim guarantee that Diesel will always stay at the forefront of street fashion.