In 1978, Renzo Rosso founded the Diesel brand, adopting the name because it is simple to pronounce and is spelled the same way all around the world. Diesel was also known as an "alternative energy" at the time; therefore, the term referred to a distinct fashion sense.

Renzo Rosso became a majority shareholder in Maison Martin Margiela two years later. Diesel partnered with L'Oréal's luxury goods business in 2007 to produce a fragrance range, which now includes Fuel For Life and Only The Brave. Diesel Black Gold, a new premium sophisticated clothing range, debuted during New York Fashion Week in early 2008.

Sophia Kokosalaki, a Greek designer who initially debuted as a female designer for Diesel Black Gold in February 2010 in New York, has become a key part of the collection since FW 2010. Many changes were brought to Diesel, starting with the appointment of a new artistic director for the brand: Bruno Collin, French publisher and founder of trend magazine WAD, will be in charge of assembling and blending a team of internal and external creatives to ensure that Diesel remains one of the world's most innovative brands.

The corporation is also well-known for its bizarre ad campaigns.

It has been an iconic lifestyle brand that has offered a wide selection of fashionable premium casual wear. Each Diesel watch has its individual aesthetic, packed with street-smart technology capabilities and the characteristic Diesel attitude that says I know what I want and how to get it.

The upscale brand produces frames that range from bold to timeless and flattering to fit any face shape best. Diesel eyewear truly represents Diesel’s distinctive attitude, which is delightfully complemented by numerous colors and shapes.

The frames and sunglasses come in a selection of dramatic, statement-making shapes and low-key silhouettes, allowing you to find the frames that best suit your personality.

Following its establishment in 1978, the Diesel brand has grown to become a global lifestyle icon. Diesel has progressed from being a leading pioneer in denim to the realm of premium casual wear and finally to a credible alternative to the established luxury market. 

Since its inception, Diesel’s concept hasn’t changed. Renzo Rosso envisioned a brand that represented passion, individualism, and self-expression.

Lay your hands on this timeless brand’s products by visiting our collection now!