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Diesel (clothing company)
Encyclopedia
Diesel S.p.A. is an Italian
design company. It is best known for luxury, pret-a-porter clothing aimed at the young adult market. The company is owned by its founder Renzo Rosso
, and is based in Breganze
in northern Italy.
The company was founded by Renzo Rosso in 1978. Diesel's milestone years include 1985, 1988 the hiring straight out of fashion college of ex-head designer and Creative Director Wilbert Das
, 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City
's Lexington Avenue).
Renzo said that they learnt marketing from the US, creativity from Italy and systems from Germany.
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. Diesel Black Gold was announced in November 2007.
The company has around 2,200 employees in 18 subsidiaries across Europe
, Asia
and the Americas
. Its products are available in 5000 retail outlets, of which 300 are Diesel-branded stores. Annual sales were approximately €1.2 billion in 2005, and €1.3 billion in 2009. Revenue is largely derived from denim
sales, but also extremely successful and influential ranges of accessories and children's wear - Diesel Kid.
Production of denim jeans is based mainly in Italy.
The biggest store is located in Milan
, Italy
.
For over 20 years all Diesel collections, including licensed products, were made under the Creative Direction of Wilbert Das
. Currently the principal lines are Diesel, the main line, and Diesel Black Gold, a new collection launched in 2007 in the casual-luxury segment. The children's collection is called Diesel Kid. Diesel Denim Gallery offers limited edition denim sold in innovative art-gallery-like spaces. Diesel also offers collections of footwear, intimate (underwear), and bags. Diesel's licensed collections are eyewear (made with Safilo), jewelry and watches (Fossil), and fragrances (L'Oréal
). L'Oreal and Diesel launched Fuel for Life (for him and for her) in the fall of 2007. A mini-collection for Adidas
was launched in 2008 called Adidas Originals Denim by Diesel. The underwear license is held by the US company Mast Industries Inc., who also make lingerie for Victoria's Secret
.
A new collaboration with AGV has seen the launch of a Helmet. Recently Diesel Home, thanks to collaborations with Moroso nd Foscarini has been launched in the market.
The Diesel company has acquired stakes in the brands Viktor & Rolf, Maison Martin Margiela and DSquared2.
who has worked for Diesel since 1988. Wilbert started as a designer on the Male, Accessories, Leather, and Kids lines. He rose quickly to head the style office and creative areas of Diesel, and in 1993 was given the official title of Creative Director, with responsibilities ranging from directing all product design as well as all communication campaigns. From clothing and accessory design to advertising, new media, merchandising, retail and interior design (:including stores, showrooms, offices, hotels), planning of fashion shows and events, as well as developing new brand extensions such as houseware, furniture and even automobiles. Literally all aspects of the Diesel brand’s style and image fell under Wilbert’s responsibility.
Wilbert Das left Diesel in late 2009 amid rumors of irreconcilable differences with CEO Rosso over the future direction of the company.
In 2010 the new creative direction was given to the french fashion founder of WAD Magazine (We Are Different), Bruno Collin.
In recent years the company has driven its attention to endorsing young creativity by sponsoring several projects such as the Diesel-U-Music Contest. Diesel has been the founding partner of International Talent Support in its various forms. Diesel has also offered sponsorship and creative contribution to the 2006 edition of Vienna's Life Ball
AIDS charity, as well as the Sundance Film Festival
.
Diesel's innovative approach to marketing has let it to be perhaps the first clothing company to market their clothing in video games, and has developed innovative approaches to fashion shows.
In December 2008, Diesel announced a marketing partnership with Sony Computer Entertainment Europe, to sell their designs in Sony's virtual world, Playstation Home
with the majority of the proceeds going to the OTBF Only The Brave Foundation (Diesel's charitable arm). From January to September of 2008, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence.
A November 2009 New York Post article mentions that "the CEO of the fashion house's US division, Steve Birkhold, has resigned to join a rival firm." According to the Post, Birkhold was allegedly attempting to secure deals to expand the Diesel brand into U.S. chain stores like Macy's, while Diesel's Italy execs feared such a move would dilute the brand's image.
In 2010 from its headquarters in Breganze, it directly manages 18 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores.
Diesel is part of the holding Only the Brave, which also incorporates 55DSL (a brand strongly linked to street wear and urban culture); Staff International (an Italian company that manufactures and distributes clothing for brands such as Diesel Denim Gallery, Maison Martin Margiela, DSquared2, Vivienne Westwood, Viktor & Rolf and Marc Jacobs Menswear); and controlling stakes in Maison Martin Margiela and Viktor and Rolf.
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
design company. It is best known for luxury, pret-a-porter clothing aimed at the young adult market. The company is owned by its founder Renzo Rosso
Renzo Rosso
Renzo Rosso is an Italian fashion entrepreneur. Referred to as the "Jeans Genius" by Suzy Menkes, he is the founder and President of fashion brand Diesel...
, and is based in Breganze
Breganze
Breganze is a town in the province of Vicenza, Veneto, Italy. It is northeast of Via Roma. During World War II, the Germans were on one side of the river and the Allies were on the other, and a firefight occurred across the river.-Breganze DOC:...
in northern Italy.
History
Wilbert Das
-Biography:Wilbert Das was born in 1963 and spent his formative years working on his parents dairy farm in the small village of Riethoven in the South of Holland. At age 19 he left Riethoven to study fashion design at the Academy of Fine Arts in Arnhem, where he received his diploma in 1988...
, 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
's Lexington Avenue).
Renzo said that they learnt marketing from the US, creativity from Italy and systems from Germany.
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. Diesel Black Gold was announced in November 2007.
The company has around 2,200 employees in 18 subsidiaries across Europe
Europe
Europe is, by convention, one of the world's seven continents. Comprising the westernmost peninsula of Eurasia, Europe is generally 'divided' from Asia to its east by the watershed divides of the Ural and Caucasus Mountains, the Ural River, the Caspian and Black Seas, and the waterways connecting...
, Asia
Asia
Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...
and the Americas
Americas
The Americas, or America , are lands in the Western hemisphere, also known as the New World. In English, the plural form the Americas is often used to refer to the landmasses of North America and South America with their associated islands and regions, while the singular form America is primarily...
. Its products are available in 5000 retail outlets, of which 300 are Diesel-branded stores. Annual sales were approximately €1.2 billion in 2005, and €1.3 billion in 2009. Revenue is largely derived from denim
Denim
Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...
sales, but also extremely successful and influential ranges of accessories and children's wear - Diesel Kid.
Production of denim jeans is based mainly in Italy.
The biggest store is located in Milan
Milan
Milan is the second-largest city in Italy and the capital city of the region of Lombardy and of the province of Milan. The city proper has a population of about 1.3 million, while its urban area, roughly coinciding with its administrative province and the bordering Province of Monza and Brianza ,...
, Italy
Italy
Italy , officially the Italian Republic languages]] under the European Charter for Regional or Minority Languages. In each of these, Italy's official name is as follows:;;;;;;;;), is a unitary parliamentary republic in South-Central Europe. To the north it borders France, Switzerland, Austria and...
.
Brands
Wilbert Das
-Biography:Wilbert Das was born in 1963 and spent his formative years working on his parents dairy farm in the small village of Riethoven in the South of Holland. At age 19 he left Riethoven to study fashion design at the Academy of Fine Arts in Arnhem, where he received his diploma in 1988...
. Currently the principal lines are Diesel, the main line, and Diesel Black Gold, a new collection launched in 2007 in the casual-luxury segment. The children's collection is called Diesel Kid. Diesel Denim Gallery offers limited edition denim sold in innovative art-gallery-like spaces. Diesel also offers collections of footwear, intimate (underwear), and bags. Diesel's licensed collections are eyewear (made with Safilo), jewelry and watches (Fossil), and fragrances (L'Oréal
L'Oréal
The L'Oréal Group is the world's largest cosmetics and beauty company. With its registered office in Paris and head office in the Paris suburb of Clichy, Hauts-de-Seine, France, it has developed activities in the field of cosmetics...
). L'Oreal and Diesel launched Fuel for Life (for him and for her) in the fall of 2007. A mini-collection for Adidas
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
was launched in 2008 called Adidas Originals Denim by Diesel. The underwear license is held by the US company Mast Industries Inc., who also make lingerie for Victoria's Secret
Victoria's Secret
Victoria's Secret is an American retailer of women's wear, lingerie and beauty products. It is the largest segment of publicly-traded Limited Brands with sales of over US$5 billion and an operating income of $1 billion in 2006...
.
A new collaboration with AGV has seen the launch of a Helmet. Recently Diesel Home, thanks to collaborations with Moroso nd Foscarini has been launched in the market.
The Diesel company has acquired stakes in the brands Viktor & Rolf, Maison Martin Margiela and DSquared2.
Creative Direction
Diesel's Creative Director and head designer is Wilbert DasWilbert Das
-Biography:Wilbert Das was born in 1963 and spent his formative years working on his parents dairy farm in the small village of Riethoven in the South of Holland. At age 19 he left Riethoven to study fashion design at the Academy of Fine Arts in Arnhem, where he received his diploma in 1988...
who has worked for Diesel since 1988. Wilbert started as a designer on the Male, Accessories, Leather, and Kids lines. He rose quickly to head the style office and creative areas of Diesel, and in 1993 was given the official title of Creative Director, with responsibilities ranging from directing all product design as well as all communication campaigns. From clothing and accessory design to advertising, new media, merchandising, retail and interior design (:including stores, showrooms, offices, hotels), planning of fashion shows and events, as well as developing new brand extensions such as houseware, furniture and even automobiles. Literally all aspects of the Diesel brand’s style and image fell under Wilbert’s responsibility.
Wilbert Das left Diesel in late 2009 amid rumors of irreconcilable differences with CEO Rosso over the future direction of the company.
In 2010 the new creative direction was given to the french fashion founder of WAD Magazine (We Are Different), Bruno Collin.
Marketing
Life Ball
The Life Ball in Vienna is the biggest charity event in Europe supporting people with HIV or AIDS. The event is organized by the non-profit organization AIDS LIFE, which was founded in 1992 by Gery Keszler and Torgom Petrosian....
AIDS charity, as well as the Sundance Film Festival
Sundance Film Festival
The Sundance Film Festival is a film festival that takes place annually in Utah, in the United States. It is the largest independent cinema festival in the United States. Held in January in Park City, Salt Lake City, and Ogden, as well as at the Sundance Resort, the festival is a showcase for new...
.
Diesel's innovative approach to marketing has let it to be perhaps the first clothing company to market their clothing in video games, and has developed innovative approaches to fashion shows.
In December 2008, Diesel announced a marketing partnership with Sony Computer Entertainment Europe, to sell their designs in Sony's virtual world, Playstation Home
PlayStation Home
PlayStation Home is a virtual 3D social gaming network developed by Sony Computer Entertainment's London Studio for the PlayStation 3 on the PlayStation Network . It is available directly from the PlayStation 3 XrossMediaBar under PlayStation Network. Membership is free, and only requires a PSN...
with the majority of the proceeds going to the OTBF Only The Brave Foundation (Diesel's charitable arm). From January to September of 2008, Diesel spent $5.8 million on U.S. advertising, according to TNS Media Intelligence.
A November 2009 New York Post article mentions that "the CEO of the fashion house's US division, Steve Birkhold, has resigned to join a rival firm." According to the Post, Birkhold was allegedly attempting to secure deals to expand the Diesel brand into U.S. chain stores like Macy's, while Diesel's Italy execs feared such a move would dilute the brand's image.
In 2010 from its headquarters in Breganze, it directly manages 18 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores.
Diesel is part of the holding Only the Brave, which also incorporates 55DSL (a brand strongly linked to street wear and urban culture); Staff International (an Italian company that manufactures and distributes clothing for brands such as Diesel Denim Gallery, Maison Martin Margiela, DSquared2, Vivienne Westwood, Viktor & Rolf and Marc Jacobs Menswear); and controlling stakes in Maison Martin Margiela and Viktor and Rolf.
Store Locator
| Country | number of stores | |
|---|---|---|
| Japan | 75 | |
| Italy | 67 | |
| USA | 50 | |
| UK | 37 | |
| China | 31 | |
| France | 29 | |
| South Korea | 22 | |
| Spain | 21 | |
| Colombia | 1lippines - Portugal | 6 |
| Belgium - Brazil - Denmark | 5 | |
| Austria - Canada - Croatia - Panama - Sweden - Thailand | 4 | |
| Chile - Israel - Malta - Poland - Singapore | 3 | |
| Argentina - Bahrein - Dominican Republic - Ecuador - Iran - Kuwait - Macau - Mauricius - Morocco - Norway - Russia - Serbia | 2 | |
| Aruba - Azerbaijian - Costa Rica - Czech Republic - Finland - Guatemala -Iran - Lebanon - Paraguay - Qatar - Romania | 1 |
External links
- www.diesel.com Official site
- www.dieselumusic.com Diesel:U:Music
- press.adidas.com Adidas press site
- www.psfk.com PSFK
- www.dieseltimeframes.com Watch Site