DIESEL BRAND

BY : SACHIN KUMAR

THE BRAND

Outlet stores

Diesel is a truly worldwide organisation. From its headquarters in Breganze in the Veneto region of Italy, it directly manages around 20 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale and more than 500 Diesel mono-brand stores. Rosso, Diesel's Founder; remains a strong supporter of 'made-in-Italy' manufacturing, continuing to produce a high percentage of Diesel collection in Italy. Staff International itself is one of the top 20 leading manufacturers of Italian luxury apparel.

FROM PIONEERING JEANS & CASUAL BRAND TO GLOBAL LIFESTYLE ICON

In 1978, the name Diesel was the seed of an idea. The word meant the same all over the world it also stood for energy. To this Renzo Rosso added his own dreams and aspirations. A passion for denim, a hint of rock and roll, a dose of science fiction and a large pinch of humour. He realised that fashion was about far more than making clothes it was about creating an entertaining universe. The Diesel brand has moved far beyond apparel into accessories, fragrances and interiors. While still providing the best in denim and casual wear, it also embraces a contemporary collection, Diesel Black Gold. Yet it has never forgotten its roots.''Be Stupid'', suggests the new Diesel brand campaign. In this case, ''stupid'' stands for joy, honesty, creativity unpredictability and pure guts. These are the core Diesel values

THE COMPANY

HISTORY

Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand and pronounced the same way around the world. At that time, Diesel was also considered an “alternative energy”, so the word stood for an alternative taste in fashion. In 1985 Renzo Rosso acquired sole control of Diesel and surrounded himself with an international team of talented designers and staff. Diesel launched its first ‘For Successful Living’ advertising campaign in 1991, instantly establishing a reputation for innovative marketing. The brand’s first flagship stores, in New York, Rome and London, opened in 1996. In 2000 Diesel acquired Staff International, an Italian manufacturer and distributor of international designer labels.

Two years later Renzo Rosso became a majority shareholder of Maison Martin Margiela. In 2007 Diesel signed a partnership with L’Oréal’s luxury product division to launch a line of fragrances, which for the moment comprises Fuel For Life and Only The Brave. A new premium sophisticated clothing collection, Diesel Black Gold, was launched in early 2008 at the New York fashion week; Greek designer Sophia Kokosalaki started to play primary role in the collection from FW 2010, her first debut as Diesel Black Gold female designer was in New York on February 2010. The New Year has begun with many changes also at Diesel, starting with the announcement of the appointment of a new artistic director for the Diesel line: starting from January 2010 Bruno Collin, French publisher and founder of trend magazine WAD, is now responsible for creating and mixing a team of internal and external creative’s to ensure that Diesel continues to be one of the world’s most innovative brands as it enters a new decade.

  RENZO ROSSO, Founder 

Born in 1955 in Padua, north-eastern Italy, young Renzo Rosso ran up a pair of extravagant flares on his mother’s sewing machine. When he wore them, all his friends wanted a pair too. And a clothing pioneer was born. He began producing his own clothing in 1975, after graduating from a textile manufacturing college. In 1978 he joined forces with several other manufacturers in his region called the Genius Group. This created a number of brands that remain famous today, including Katherine Hamnett, Replay and, of course Diesel. In 1985, Renzo took full control of the Diesel brand. He surrounded himself with like-minded designers with the aim of creating unusual clothes for individualistic consumers. Driven by its singular brand image and its bizarre yet appealing advertising, Diesel is today a cult name, collecting over the years an incredible series of awards. In 2005 Renzo celebrated his 50th birthday with a blockbuster book called Fifty: part biography, part history, and part vision of the future. Today his energy remains unabated and he continues to guide the brand through its evolution from jeans pioneer into leading purveyor of luxury casual wear. Renzo’s best-known quote is: “Diesel is not my company, it’s my life.”

 

THE FOUNDER

DIESEL AD’S

DIESEL = CREATIVITY & COMMUNICATION There’s a unique characteristic flowing through each Diesel product,

from clothing to ad campaigns. This approach is made possible by extraordinary teamwork behind the scenes. The Diesel Creative Team comprises not only those who design clothing, but also the talents behind graphic design, advertising, events & shows, interiors, store windows and websites. Together, they create the Diesel universe.

All Diesel collections start with an inspirational journey. The Creative Team jets off to far-flung corners of the world seeking stimulation of all forms: antique, modern, or super-futuristic, there are truly no limits to what is explored. The designers return with notes, photographs and objects which are then moulded into a collection theme during a lively brainstorming session. Another famous aspect of the Diesel creativity is its advertising. Diesel’s early catalogues were extremely eclectic and have long been cult objects in design circles. From the early 1990s to the present day, Diesel’s Creative Team has executed ground breaking advertising campaigns in collaboration with a variety of talents, from promising newcomers to leading names in the worlds of photography and art direction. Diesel’s campaigns have generated shock, laughter and disbelief, as well as shelf-loads of awards. The ingredients of Diesel ads have never changed: irony, provocation, intelligence and sex appeal.

Digital communications and social networking are familiar today, but Diesel.com was launched as early as 1995 and Diesel’s fans have been communicating with it online ever since. The Diesel Digital Revolution is continuously growing with the launch in March 2010 of the new Diesel.com: a ground breaking, intuitive new visual tag based platform fuelled by users’ desires and preferences and completely integrated with the social networks worldwide.

CREATIVITY & COMMUNICATION

Diesel has never promoted a ‘total look’, and its consumers are invited to choose from over 3000 products each season to combine in any way imaginable to create their own personal style.

Diesel – Premium casual apparel for men and women; each collection features unique details and unusual treatments and finishes. The line is truly vast, including all types of apparel, knitwear, leathers, while denim still remains a crucial element. The 5 Pocket range showcases over 40 different models and hundreds of washes every season.

Accessories - Diesel clothing is complemented by a wide range of bags, luggage, shoes and small leather goods, all in line with the unique and independent approach of the brand. Its latest development is an innovative collection calledDiesel Intimate: underwear and beachwear characterized by unique and original touches.

Diesel Black Gold made its debut in NY on February 2008, showcasing high-end collections of men’s and women’s apparel. Embracing the core Diesel characteristics of rebellion and creativity, it has evolved into a contemporary, fearless approach to dressing.

Diesel Denim Gallery – Unique, collectible, limited edition pieces, from jeans that inspire the lust of collectors to original fashion with hand-crafted details.

THE PRODUCT LINE

While not everything can be manufactured within Diesel itself, all of the company’s licensed products are overseen by the Diesel Creative Team and thus maintain the same high standards of quality and design innovation. These partnerships comprise Diesel Shades (fashion eyewear by Marcolin, Italy), Diesel Time Frames and Jewellery (watches and jewels produced and distributed by Fossil, USA) and since 2007 Fragrances thanks to an agreement signed with L’Oréal’s Luxury Products Division.

Diesel’s new home collection is called ‘Successful Living From Diesel’. The iconic brand’s core values of rebelliousness, irony and irreverence, have been translated into a new textile collection characterized by innovative, creative design, yet timeless vintage appeal, combined with an ultra-modern and quirky twist. The collection includes a range of products for the bedroom, bathroom and living room: bedding, towels, robes, pillows and throws. In 2009 Diesel’s home collection was enriched by the addition of two new partners, Foscarini for lighting and Moroso for furniture. Both companies are leading international players in the design market and combine expertise and Italian tradition with innovation and avant-garde. The new collections are designed by the Diesel Creative Team using innovative materials in perfect Diesel style.

In addition, Diesel developed new licences like the iconic Italian car Fiat 500 by Diesel and a motorcycle helmet named the Diesel Movie Helmet.

Diesel Kids – A clothing collection for babies (3-24 months), kids (2-10 year olds) and teens (6-16 year olds) with an adventurous touch. Featuring bright colours and cool designs

DIESEL BAGS

COLLECTIONS

Men’s bag collection

Women’s bag collection

Bags categorization for men and women : Sling bag Tote bag Messenger bag Drawstring bag Duffle bag Wallet Handbag Purse Envelope bag Clutch bag Bag pack Hobo bag

CATEGORIES

After the outright humor of Be Stupid and Diesel Island campaigns, the pioneer of premium casual wear shows off some other facets of its complex identity this season. The brand's latest advertising campaign underlines its status as an iconic brand, with simple yet startling images that express playful confidence and sophistication.

The images, shot by celebrated photography duo Mert & Marcus, portray a Diesel lover who is sexy, strong, challenging, powerful and playful. More minimalistic than recent campaigns, the images nonetheless embrace Diesel’s trademark surreal touches, gently disrupting fashion advertising conventions.

Beautiful women cuddle up to retro robots, embrace cacti or take flight with office fans. And while the main focus is on women, men are by no means out of the picture: whether they’re wielding giant pickaxes or caught in bear traps, they retain a typicallyDiesel tongue-in-cheek attitude.

With its top fashion names, lush photography and product focus, the campaign is calibrated to provoke desire, while its witty styling, disarming props and subtle irony ensures that it remains pure Diesel at heart.

The advertisement campaign