When Diesel was founded in 1978 by Renzo Rosso, diesel fuel was a new energy source that symbolised opportunity. A fuel for life to navigate an alternative path through the fashion world, a path paved in denim. Fast forward four decades later, a new era has begun at Diesel in 2020 with Creative Director Glenn Martens shaping the present and the future of the brand. Starting from Diesel iconicity to a new world based on Denim, Pop and Street Reality. Diesel now reclaims its position as the most progressive denim brand on the planet, redefining its denim offer to align with a new generation and push the culture forward.