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Quick Facts

• Their products are sold in 80 countries around the world.
• Releases at least 50 new designs and washes for their denim each year.
• Named "Best Italian Company of the Year" in 1996 by Bocconi Institute.
• Their sales bring in more than 360 million euros each year.
• More than 10,000 points of sale worldwide.

Diesel is a fashion design line founded by Renzo Rosso. Rosso founded the company in 1978 and purchased sole rights to the brand in 1985. After purchasing sole rights Rosso opened a flagship store in New York City and began selling jeans which had a worn look. Initially, consumers thought that the jeans were defective but soon the trend caught on. Diesel has sought to create a new fashion culture through ad campaigns based on humor as opposed to relying heavily on famous models. While the brand started out as a high end designer of jeans they have expanded to many other products. Diesel now designs and sells watches, bags, perfume, shoes, sunglasses, and clothing.

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