The brand starts been successful since the 1990s thanks to one of the entrepreneur's many intuitions: people get bored easily and require emotions and values. The focus becomes the Jeans- considered at the time the lowest level of the fashion business - to which to attribute the vintage value of the "lived". If in Italy, however, tearing and "aging" was no longer successful, in the US they immediately became an object of desire for many, exceeding the local giants of the sector despite the medium-high price range.
The advertising campaigns are pieces of history, all based on a provocative and transgressive register, which convey to the consumer a lifestyle in which to identify. The goal is always one: always directing through the future (in 1995 Diesel was one of the first to sell online).
"Only the brave"is the brand philosophy and, since 2008, also a holding company that boasts high-end brands such as Marni, MaisonMargiela or Viktor & Rolf, contributing to the already established internationality of the brand. The group is also the owner of Staff International and Brave kid, centers of excellence for the development, production and distribution of licensed brands including Vivienne Westwood and Dsquared2.