Diesel
OTB Group · Italy
Diesel is an Italian premium fashion and denim brand founded in 1978 and built into a global lifestyle label by Renzo Rosso. It is the founding brand of Rosso's OTB Group, which also owns Maison Margiela, Marni and Jil Sander. Glenn Martens has been creative director since 2020, and Andrea Rigogliosi became CEO in January 2026.
| Founded | 1978 |
|---|---|
| Founder | Renzo Rosso |
| Owner | OTB Group |
| Headquarters | Breganze, Italy |
| Creative director | Glenn Martens (since 2020) |
| CEO | Andrea Rigogliosi (since 2026) |
| Website | diesel.com |
What is Diesel?
Diesel is an Italian lifestyle brand that, in OTB's words, revolutionised denim and grew into a premium fashion label positioned as an alternative to established luxury. It designs denim, ready-to-wear, footwear and accessories and is headquartered in Breganze in the Veneto region.
History
Diesel was founded in 1978 in Molvena. Renzo Rosso took a 40% stake in the company and gained full ownership in 1985. The brand became known for bold advertising: the 1991 "Guides for Successful Living" campaign was its first international campaign, and a 1992 campaign won a Cannes Lions Grand Prix. Flagship stores opened in New York, San Francisco, Rome and London in 1999.
From 2002 Rosso used Diesel as the base for OTB, a group of fashion brands. Glenn Martens became creative director in October 2020 and has also led Maison Margiela since 2025. In January 2026 OTB appointed Andrea Rigogliosi, previously at Miu Miu, as Diesel's chief executive.
Products and positioning
Diesel sits in the premium segment, above mass-market denim but below core luxury. Beyond denim and apparel, it has extended into lifestyle categories through licences:
- Eyewear with Marcolin
- Watches and jewellery with Fossil
- Fragrances with L'Oréal, first launched in 2007
- Diesel Living home furnishings
Business model and distribution
The brand combines wholesale, a large network of directly operated stores and e-commerce. In 2008 it was present in about 5,000 points of sale in 80 countries, including 270 mono-brand stores.
Diesel and technology
Diesel was an early mover online, selling jeans via the internet in Finland and Sweden from 1997, and later used digital-first campaigns such as a 2013 campaign funded through Tumblr. Wikipedia reports that direct e-commerce sales rose 34% in 2021 compared with 2019.
Why it matters
Diesel shows how a denim brand can be repositioned towards fashion credibility through a strong creative director, and it remains the commercial anchor of one of Italy's main independent fashion groups.
Frequently asked questions
Who owns Diesel?
Diesel is owned by OTB Group, the fashion group founded and chaired by Renzo Rosso. Rosso gained full ownership of Diesel in 1985 and later built OTB around it.
Is Diesel a luxury brand?
Diesel is generally positioned as a premium fashion and denim brand rather than a core luxury house. OTB describes it as an alternative to the established luxury market.