The Diesel look in three words: casual, rebellious, provocative. The little story: at the age of 15, Renzo Rosso studied at a small fashion school in Italy. It was there that he approached the denim closely and made his first denim pants with his mother’s washing machine. The material being rigid, he had the idea of rubbing it against concrete in the courtyard of his parents’ farm. The worn-out jeans were born!Its fashionable DNA: boldness, pre-used jeans. Named after its easy pronunciation in all languages, the Italian jeans brand Diesel was founded in Veneto by Renzo Rosso and Adriano Goldschmied in 1978.