Diesel Black Gold

Brands like Diesel are part of a surge of small denim-based brands like True Religion, Seven for all Mankind, Rock and Republic and Paper Denim & Cloth to name a few. There are said to be over 700 denim-based brands in existence to date according to fashion industry trade-magazine Women's Wear Daily [WWD].

The Diesel name is licensed to other companies to produce footwear, leather goods, eye wear, jewelry, wristwatches produced by major time-piece brand and company Fossil, as well as fragrances (held by mega beauty company L'Oreal), and other accessories for men and women. In February 2007, the company launched a major intimates and beachwear division for men and women that is carried in the retail and department stores. The license is held by the US company Mast Industries Inc. who also produces lingerie for Victoria's Secret.

Diesel has attracted press attention with controversial advertising campaigns. The most recent (Spring/Summer 2007) dubbed "Global Warming Ready" featuring images of cities such as Paris, London and Venice after global warming has taken place. The image for Paris shows the Eiffel Tower surrounded by a tropical rainforest with a man walking a lizard.

In recent years the company has driven its attention to the youth market, by sponsoring several projects such as the Diesel-U-Music Contest or the Diesel Wall artistic programme, marketing their clothing in video games, or being main partner of a ITS Fashion Accessories and Photo competition ITS International Talent Supportor by participating in other actions, such as the 2006 edition of Life Ball, the Sundance Film Festival.