Diesel

When founder Renzo Rosso re-branded the denim manufacturer ‘Moltex’ to Diesel in 1978 his goal was to create a truly authentic brand. At the time, fashion and technology were evolving rapidly. Whilst other brands chased the next trend, Rosso wanted Diesel’s denim to stay true to its roots. Diesel jeans were distressed and vintage – they looked ‘worn’ from the moment of purchase. It was an innovative but retrospective approach and it catapulted the brand to success in Italy and, later, worldwide. In addition to conquering the fashion world, Rosso together with his charitable venture called the OTB Foundation, has invested 12 million euros to fight social inequality and contributing to the sustainable development of less advantaged areas and people throughout the world. Some 90% of the foundation's efforts are focused on sub-Saharan Africa.