Diesel brand concept: "Little is cool fundamental"

There is a kind of jeans called diesel, Diesel pursues the "small is the fundamental" concept, abandon only the traditional advertising model of handsome men and women.

Jeans, the usual clothes in everyday life, but there are always some brands with unusual magic, which can make the blue wash cloth seemingly unrefined and become a darling of the fashion stage. Among them, Diesel (English meaning is "diesel") can be considered an "alternative." After more than 30 years of hard work, Diesel's founder and president, Renzo Rosso, made ordinary jeans a fashion trend and a lifestyle. In an interview with the American "PAPER" magazine, Renzo Rosso said: "We are not selling things. We are selling a lifestyle. I think we have created a sport... The word Diesel has all the meaning. It is a kind of The way of wearing, the way of living, and the way of doing things are more of a way of thinking.” The name of the brand is “Diesel.” Prior to the creation of Diesel, Renzo Rosso had been serving the descendants of the royal family in Italy. Jeans. Although his craftsmanship is highly appreciated, Rosso’s fixed customers are becoming less and less because of the decreasing number of noble members. Thus, Renzo Rosso and his friend Paulo Germano co-founded their own company in 1978. They believe that there are still many people in the world who are looking for jeans that are comfortable, of high quality and reasonably priced. Unlike most fashion brands, they do not name their companies by their own name. In the 1970s, the world was facing a serious energy crisis, and diesel was becoming a precious energy source because it was superior to petrol in promoting the performance of the engine. So they named it under the Diesel name.

At the beginning of Diesel's founding, it did not immediately launch a brand series, and from the start of the production of the classic brand OEM, through the acquisition of experience and the accumulation of resources, it finally found its own position between fashion and leisure. In the early 1980s, Diesel entered the field of sportswear. With its unique style and management policy, it quickly opened up the international market. In the design of jeans, Diesel's designers run counter to many trend-setting leaders and brand design principles at that time. They adhere to the main elements of their own design concept and use cloth, tailoring, totems and lines to reproduce the social life. drop. At the same time, their design team has broken through the traditional work model. Each product is led by a group of designers, assistants, and brand managers. Its designers are also famous for their inspiration for traveling around the world. The media raced to follow suit. “Today, the important thing is unique.” In 1985, Renzo Rosso started a large-scale acquisition; in 1996, Diesel opened its first flagship store in New York; in 2000, Diesel acquired the famous Staff International company; in 2002, Diesel became a member of NEUF Group again. Its major shareholder. From a single brand to a giant cowboy brand with annual sales of 500 million U.S. dollars, the growing size of the company has not made Renzo Rosso proud. He once declared: "I hate the word 'big'. I know this sounds weird, but insisting on 'small' is my expectation. Little is fundamentally cool."