Diesel, founded in 1978 by Renzo Rosso, has evolved from an Italian denim brand to a global lifestyle icon known for its rebellious spirit and innovative designs. The brand's product range extends far beyond its renowned high-quality denim, encompassing clothing, eyewear, footwear, and accessories that cater to bold, urban, and creative individuals. Diesel's signature style is characterized by distressed and vintage looks, particularly evident in their jeans collections. The brand's commitment to innovation is showcased in their premium Diesel Black Gold line and sustainable initiatives like the Diesel Second Hand program and the Diesel Library collection. Under Glenn Martens' creative direction since 2020, Diesel has experienced a resurgence, focusing on circular fashion and pushing boundaries with provocative campaigns like "Be young and stupid." The brand's appeal spans a diverse audience, from fashion-forward urbanites to eco-conscious consumers, and has been embraced by numerous celebrities and cultural figures. Diesel's ability to blend humor, irony, and bold imagery in its marketing strategies, coupled with its involvement in various cultural events, has solidified its status as a daring and influential force in the fashion industry.