Diesel

The brand is famous worldwide also for its provoking ads: in the course of years, they have generated shock, laughter and disbelief, as well as shelf-loads of awards, as the Gold, Grand Prix, and Advertiser of the Year awards at the prestigious Cannes International Advertising festival.

The Company has received numerous awards also for the business model it proposes. In 1996, Renzo Rosso and Diesel received the �Premio Risultati� award from the prestigious Bocconi Institute in Milan for being the �Best Italian Company of the Year�. Renzo Rosso was also nominated, by North American division of Ernst & Young, as �Entrepreneur of the Year� for 1997 for the company�s progressive moves in the U.S. On July 2000, CUOA Foundation (Italy�s first and most renowned MBA program) conferred an honorary master in business administration to Renzo Rosso, calling Diesel �one of the entrepreneurial phenomena of the 90�s�. In December 2000, Diesel snatched New York�s �Made in Italy Award� in the Fashion Innovation category, while in 2001 Renzo Rosso was designated �Entrepreneur of the Year - Innovation category� by Ernst & Young. In November 2003, Hollywood�s Movieline magazine awarded Renzo with its �Original Vision Award� for his long term success in communication and advertising. In November 2004, in Montecarlo, Rosso received the �International Leading Entrepreneur Award�. In Jan. 2005 the University of Verona conferred him a master ad honorem in Supply Chain Integration Management, in February Rome�s Major Walter Veltroni awarded him for his �creative vision of business�, in May Germany�s Textilwirtschaft gave him the �Forum-Preis� for his outstanding personal and entrepreneurial performance. In June, inside the historical Fortezza del Basso in Florence, Renzo Rosso received the prestigious prize �Pitti Immagine Uomo� and in November, the �GQ Man of the year� award from GQ Germany. In 2006, Hollywood Life magazine has named Renzo Rosso, the president and founder of Diesel, as the "Fashion Visionary" at the 3rd Annual Hollywood Style Awards, as one of the most innovative and successful brands in fashion. In 2010, Renzo Rosso has been named a Millennium Promise MDG Global Leader, together with personalities such as Tommy Hilfiger and Youssou N�Dour, while the company was awarded a Gold Lion at Cannes for its Be Stupid campaign.

history

Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an �alternative energy� so it was representative of an alternative taste in casual wear. 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.