Diesel 08 FW Collection

- collection order: Colors in low chroma and high value are matching with low value colors.
Dull green and Black are matching with green in shiny material.	Black is matching with light gray.	Dull purple is matching with light gray.	Dull green is matching with white.

<

- collection order: Colors in similar tint value are creating harmony.
Low green value	Low purple value	Low red value	Low pink value

- collection order: One high chroma color is neutralised with achromatic/low chroma colors.

Diesel 08 FW Website video

Diesel's strategies to success

Founded in 1978 by its CEO, Italian designer Renzo Rosso, Diesel Clothing Company has become one of the worlds’ most well known design and fashion companies. Beginning as strictly a high fashion label that manufactures jeans, Diesel has grown over the years to also create off-the-wall designs for watches, bags, fragrance, shoes, sunglasses, and even children’s clothing. Now sold in over 80 countries, Diesel has surely left its mark on the fashion world. In fact, Diesel outsold Levi’s in the United States for the “couture jeans” section of fashion in recent years.

Combining urban flair with classic styling, Diesel has become not just a label for those with a taste for high fashion, but is quickly becoming a household name as well. While most typically a pair of jeans made by Diesel can run anywhere from one to two hundred dollars a pair, the brand’s increase in popularity is allowing for those with a smaller pocketbook to have the opportunity to purchase the coveted denim. The label likes to think of itself as “the haute couture of casual”. Diesel also produces a high quality line of active wear for those who enjoy extreme sports.

Perhaps one of the most striking things about the brand is its ad campaigns. Always creative, often witty, and many times controversial (imagine nuns in denim), the ads have captured the attention, curiosity, and desire of millions of people around the world. Rosso’s creativity shines through Diesel’s modern styles, and often uses bright pops of color in the shoe and handbag line. The men and women’s fragrances are increasingly popular as Diesel creates new scents. To own a pair of Diesel jeans or a watch is certainly a status symbol in the fashion world. The company’s goal is to become a forecaster for fashion, in other words constantly creating something different, instead of making carbon copies or spin-offs of other designers.

Italian leather is a highlight of some of Diesel’s finer lines, particularly in its shoe, handbag, and watch line. Despite this fact, materials such as cotton and canvas are also regular fare for the companies’ different lines of clothing and accessories. Unique style, creativity, quirkiness, and functionality are what make Diesel not only practical and versatile, but bold and daring as well. Diesel’s Style Lab line shows off the label’s city and urban side, with graphic prints, off-kilter cuts, and a mix of materials. The worldwide attention of Diesel has created a hype that sends out signals all over the fashion world, and now the company boasts over 10,000 retail locations. It is particularly popular in Europe, New York City, Australia, Japan, and Africa. The United States has contributed greatly to Diesel’s success, boasting advertisements in many music and fashion magazines on a regular basis. With this in mind, you’re sure to find a Diesel store near you, and if not, look online for many retailers that carry the line. Before you know it, you too can join the ranks and sport a great piece of couture.

Source: http://www.essortment.com/lifestyle/dieselfashionl_snra.htm

Diesel to Italiani!

Diesel - Designed in Italy, Demanded Worldwide!

There's no doubt that Italy is one of the leaders in the fashion design industry. Runways across the globe sport Prada, Fendi, Dolce and Gabbana, and other haute couture designers. The reaches of Italian fashion far outstretch the glitz and glamour of haute couture, however, as is proven by the astronomical success of Diesel. v Renzo Rosso is the founder of the Diesel brand. Rosso was born in Padua, Italy in 1955, the son of a farmer. He studied industrial textiles, and after graduating, he got together with some friends and created the Genesis Group in 1978, which created Diesel as well as some other brands, including Goldie and Replay. The name Diesel was chosen very carefully because it is pronounced the same in every language.

   

Though Diesel wasn't bringing in much money for the group, Rosso realized its potential and bought sole rights to the Diesel brand in 1985. Not having a background in marketing or advertising. Rosso jumped in feet first, opening a flagship store in New York City, directly across the street from the massive Levi's store. It was this type of bold planning and obvious marketing that made consumers take note.

The Diesel line of clothing was different because it looked worn. Jeans came pre-washed, some with holes in them. Rosso has said that at first, people didn't realize that this was the intended look and often returned the jeans believing them to be defective. The misunderstandings didn't last for long, however.

Rosso is well known for doing things spontaneously, and for following the road less traveled. The international headquarters for Diesel is located in Molvena, Italy - a small town that, compared to Milan, seems to be in the middle of nowhere. The quiet surroundings and lack of hustle and bustle are both soothing and inspirational to Rosso.

Perhaps  just as popular as the jeans are the advertisements for Diesel. Rather than conforming to standards in fashion ads, Rosso decided to go for shock value and humor. Diesel's slogan is "For successful living", and their ads feature everything from homosexual sailors to Africa as an international superpower. They've created humorous ads that claim to have taken a poll about the most common types of stains found on their clothing, and they've even poked fun at religion.

  

In an attempt to deflate the trend of designers paying celebrities to wear their brands, Rosso announced in 2000 that they would be sponsoring a young Polish singer by the name of Joanna Zychowicz. After scathing reviews in the media accusing Diesel and Rosso of stooping to the level of those they eschewed, Rosso let the cat out of the bag - Zychowicz existed only in his imagination. An odd prank to pull for certain, but it resulted in another successful advertising campaign and strengthened attention for the brand.

Always fresh and creative, Diesel comes up with at least 50 new designs and washes for their denim every year. Diesel makes much more than just jeans though. Their women and men's casual clothing is very popular, and they've expanded into footwear and children's wear. They have also licensed their brand for leather accessories, eyewear, jewelry, and perfume. But it's the denim jeans with the unmistakable red stitching on the back pockets that have brought them fame, fortune, and international attention.

 Rosso and his company have won many awards for their products and their advertisements, including the Premio Risultat award in 1996 from the Bocconi Institute in Milan, for "Best Italian Company of the Year". Rosso was named in British music magazine "Select" as one of the "100 Most Important People in the World" who will contribute to the shape of the new millennium. Diesel has enjoyed many years of seeing their ads being run at the Cannes Film Festival as well.

Diesel appeals to both young and old. Teenagers save up their money to afford the high price tag for these fashionable jeans, and business people can wear them with a blouse or jacket on casual workdays. Their ads both mock young people and glorify them. Seeming to be anti-establishment, Diesel allows its faithful followers to feel original and unique while still buying products that are trendy and fashionable. It's a difficult path to continue along, but Rosso has found the way.

With flagship stores in Rome, London, Paris, New York, San Francisco, Amsterdam, Milan, London, and Tokyo, the Diesel influence is wide and undeniably global. They bring in over 360 million euros annually and employ over one thousand people worldwide in production.

For a company whose founder knew little about advertising and business, Diesel has become one of the most influential and fashionable clothing manufacturers the world has ever seen. Where Rosso's imagination and creative spirit will take the company next is anyone's guess, but it is certain that millions of consumers will be along for the ride.

By Carrie Grosvenor

Source: http://www.lifeinitaly.com/fashion/diesel.asp

Diesel History

The brand Diesel was born more than 20 years ago and is today an innovative international design company, manufacturing jeans and casual clothing as well as accessories. It is present in over 80 countries with 10,000 points of sale and almost 50 company-owned stores.

When Renzo Rosso founded the company in 1978, he wanted it to be a leader, a company which took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend-following typical of the fashion industry. Renzo wanted to come up with a more dynamic and imaginative line of clothing than was available anywhere. He gave his open-minded new designers broad stylistic freedom, hoping they could create a line of clothing perfect for people who follow their own independent path in life. Particularly for those who decide to express their individuality also by the way they dress.

From the very beginning, Diesel’s design team turned their backs on the style-dictators and consumer forecasters of the fashion establishment and let their own tastes lead them. It is for this reason that Diesel immediately became a leader in developing styles, fabrics, manufacturing methods and quality control, guaranteeing an outstanding quality product. 

The company views the world as a single, border-less macro-culture. And the Diesel staff reflects this: a wide variety of people and personalities from all parts of the globe, creating an unpredictable, dynamic vitality and energy within the company. Diesel people and their working methods are so unconventional, and yet productive, that they have been profiled in countless magazines, newspapers and documentary television programmes, and have been studied by international conglomerates, consulting organizations, universities and business schools.

Diesel’s “historical moments” include mile-stones like 1978 (creation of the brand name), 1985 (Renzo Rosso’s complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel’s first flagship store on New York City’s Lexington Avenue).

Ever since the beginning, Renzo Rosso believed in addressing the world with one product and one language, and one of his first steps was building a solid and vast distribution platform stretching across all 5 continents.

Most of Diesel’s current production is outsourced, to small and medium-sized companies. Production of denim jeans is based exclusively in Italy. All international logistics operations (wholesale and retail) are centrally managed and carefully controlled.

Today Diesel is a global concern with a consolidated annual turnover of 575 billion Lire (US$ 330 millions), 85% of which is generated outside Italy. The Headquarters are located in Molvena, in the north-eastern part of Italy, where the company manages 12 subsidiaries across Europe, Asia and the Americas. Diesel employs over 1,300 people worldwide.

Source: http://www.fragrancex.com/products/_bid_Diesel-am-cid_cologne-am-lid_D__brand_history.html