The Universal Magazine

Diesel: A Story of Jeans, Stars, and Success

The singer Rihanna poses in low-rise Diesel jeans

In the world of fashion, some brands stand out for their vision, creativity, and ability to influence trends. Diesel is one of these iconic brands that has managed to establish itself as a key player in the denim industry. With constantly renewed collections for men and women, the Italian brand has won the hearts of denim enthusiasts around the world. In this article, we will trace the saga of Diesel and explore the reasons for the success of its jeans for men and women.

The saga of the Diesel brand

The beginnings of Diesel in 1978

Renzo Rosso, Diesel founder
Renzo Rosso, Diesel founder

Renzo Rosso, founder of Diesel, launched the brand in 1978 with a simple but revolutionary idea: to create clothing for the younger generation that would be both comfortable, elegant, and casual.

He was accompanied by his former employer Adriano Goldschmied, a denim specialist who also created Replay, Gap 1969, Agolde, Goldsign, and AG Adriano. However, he played a discreet role in the development of Diesel.

Rosso wanted to offer an alternative to traditional denim brands by offering original and bold designs. He wanted Diesel jeans to be recognizable among thousands, with a distinct identity and unique details.

International expansion and success

Over the years, Diesel has managed to develop its reputation and establish itself in international markets. The brand has succeeded in attracting an ever-wider clientele thanks to strategic partnerships and collaborations with renowned designers.

For example, Diesel worked with Karl Lagerfeld on a capsule collection in 2002, and also collaborated with Adidas, Coca-Cola, and Ducati to create exclusive and innovative products.

Diesel’s advertising campaigns also played a major role in the brand’s success. Provocative, humorous, and offbeat, they helped create a unique universe around Diesel jeans, going beyond the codes of traditional fashion.

Innovation and creativity

Zoom in on the finishes of an iconic Diesel jean
Zoom in on the finishes of an iconic Diesel jean

Diesel has always emphasized creativity and innovation. The brand’s jeans stand out for their cuts, treatments, and refined finishes. Diesel was one of the first brands to offer artificially washed, worn, and aged jeans, creating unique and trendy models.

The company has also developed innovative production techniques, using raw materials and manufacturing processes that are environmentally friendly. These innovations have allowed Diesel to offer jeans that are increasingly durable and aesthetic.

The success of Diesel jeans for men and women

Overview and details of Diesel jeans
Overview and details of Diesel jeans

Iconic models for men

Diesel offers a wide range of jeans for men, suitable for all tastes and body types. Among the most popular models are the Sleenker, a slim jean with a low waist and a fitted cut, or the Thommer, a slim model with a mid-rise waist and a more relaxed cut. These jeans are designed to offer optimal comfort and a contemporary style.

The cuts and styles of Diesel jeans for men also vary in terms of washing, wear, and finish, ranging from classic raw to pronounced aged. These options offer consumers the possibility to customize their look and express their individuality.

Iconic models for women

Diesel jeans for women are also highly appreciated and offer a wide variety of cuts, styles, and finishes. Among the most popular models are the Skinzee, a high-waisted skinny jean that perfectly hugs the curves, and the Fayza, a loose and casual boyfriend jean, ideal for an urban and trendy look.

As with men’s models, Diesel jeans for women come in different washes, wear, and finishes, allowing each woman to find her style and create a unique look.

To help you choose the Diesel jeans that will suit you best, check out our article: Choosing the right jeans.

The impact of Diesel jeans on culture and fashion

Diesel’s influence goes beyond the simple scope of the denim industry and extends to culture and fashion in general.

The brand has helped popularize certain trends, such as washed jeans or boyfriend cuts, which are now widely adopted by consumers.

Diesel has also collaborated with other brands and designers to create capsule collections and limited editions, thus strengthening its presence and influence in the fashion world.

Diesel and celebrities: an influential relationship

Famous men wearing Diesel jeans

Brad Pitt, a Diesel jeans fan
Brad Pitt, a Diesel jeans fan

Diesel jeans are widely worn and appreciated by many male celebrities, who have helped reinforce the brand’s image and reputation.

Among them are actors such as Brad Pitt, Ryan Gosling, and Robert Pattinson, who have been spotted wearing Diesel jeans on several occasions at public events and in everyday life.

Another Diesel jeans fan: soccer player David Beckham
Another Diesel jeans fan: soccer player David Beckham

Musicians are not to be outdone, with artists like Justin Timberlake or Pharrell Williams, who have also adopted Diesel jeans for their concerts and media appearances.

Athletes such as David Beckham, Cristiano Ronaldo, and Neymar Jr. have also been seen wearing Diesel jeans, making the brand a reference in the world of sports.

Famous women wearing Diesel jeans

The singer Beyonce has adopted Diesel for her casual looks
The singer Beyonce has adopted Diesel for her casual looks

Many famous women have also succumbed to the charm of Diesel jeans.

Actresses like Angelina Jolie, Jennifer Aniston, and Emma Watson have been photographed proudly sporting their Diesel jeans, thus contributing to spreading the brand’s image to a diverse audience.

In the music industry, artists such as Beyoncé, Rihanna, and Lady Gaga have adopted Diesel jeans for their stage outfits and casual looks.

Finally, models and fashion icons like Gigi Hadid, Kendall Jenner, and Kate Moss have also been seen wearing Diesel jeans at events and fashion shows, reinforcing the brand’s status in the fashion industry.

Diesel’s Revival with Glenn Martens

The late 2010s saw Diesel facing many challenges. In 2019, the American subsidiary declared bankruptcy, affected by the 2008 crisis. Consumers, more price-conscious, shied away from expensive jeans. The rise of athleisure, prioritizing comfort and casualness, also undermined the popularity of jeans.

To revive the brand, Diesel appointed Glenn Martens as creative director in October 2020. His first collection for Fall-Winter 2022-2023 revitalized the brand’s image. The play of vibrant colors and bold volumes rekindled Diesel’s essence: denim.

Martens also introduced the Diesel Library, an innovative concept of responsible pieces. The first Diesel jeans made from 100% recycled denim came from this initiative. Thanks to Martens, Diesel enters the 2020s with a more "cool" and sustainable approach.

Collaborations with celebrities

Diesel does not hesitate to partner with celebrities to promote its products and strengthen its presence in the media.

In 2021, Diesel enlisted pop star Dua Lipa to present its For Successful Living collection. The British singer appeared in a series of ads and videos showcasing Diesel jeans and the brand’s quirky and creative spirit.

Renzo Rosso,
Renzo Rosso, “jeans genius”, according to Suzy Menkes

Diesel transcends the traditional image of a jeans brand. As a true denim pioneer, Diesel has managed to capture the trends of each era and anticipate the desires of its consumers. Its boldly avant-garde spirit has allowed it to win a loyal clientele as well as many celebrities.

It is not just a brand, it is an undisputed reference, a true source of inspiration that continues to shape today’s fashion landscape.

Diesel’s social media