Diesel, founded in 1978 by Renzo Rosso, has become synonymous with rebellious, avant-garde fashion. Known for its distinctive denim, the brand offers a diverse range of products including clothing, footwear, accessories, and watches. Diesel's iconic jeans, characterized by their raw, distressed, and vintage look, revolutionized the denim industry. The brand's product line extends beyond denim, featuring bold graphic elements and playful details in its eyewear, footwear, and underwear collections. The "Fresh & Bright" underwear line, for instance, showcases Diesel's penchant for vibrant colors and daring designs. Under Glenn Martens' creative direction since 2020, Diesel has embraced sustainability with initiatives like the "Diesel Library," a gender-neutral core collection of durable denim essentials made from eco-friendly materials. The brand's provocative marketing campaigns and unique designs have attracted celebrities and influencers who embody its spirit of individuality and non-conformity. Diesel's recent foray into circular fashion through programs like "Diesel Second Hand" reflects its commitment to innovation and sustainability, appealing to eco-conscious consumers who seek to make a statement through their fashion choices.