The Diesel company was founded in 1978 by Renzo Rosso, who subsequently totally acquired it, and Adriano Goldschmied. Since the beginning of the nineties, the Diesel brand has begun to open stores all over the world, becoming an example of international and innovative lifestyle. The company produces a large collection of jeans, trousers, shorts and clothing items such as t-shirts, jackets and accessories. Over time this brand has established itself by creating casual and quality garments, thus making space in the traditional luxury market. The Diesel concept has remained unchanged over time despite the company experiencing change and always presents itself in the same way: as a synonym of passion, individuality and self-expression. The articles created are the result of great freedom at the time of the creative proposal to ensure constant innovation. Since the very beginning, the brand's advertising campaigns have focused on irony, with a somewhat irreverent attitude and plenty of room for personal interpretation. The Diesel style, as advertised, seems provocative and aims to arouse the continuous reaction of the consumer, the brand is in fact the result of a courageous attitude, openness towards risk and new possibilities, it breaks the mold with innovative ideas and reinvents itself every time .