Diesel

"Diesel is a fashion phenomenon. The essence of '90s eclecticism, the label eschews slavish trend-following and turns its back on image dictators, preferring an approach based on sampling, mixing, and 'style surfing'. The result is a global success story ; the Italian-based former jeans manufacturer now boasts outlets in over 80 countries and flagship stores from New York to London, Berlin to Barcelona. The clothes themselves, however, are only half the story. Diesel's 'Successful Living' advertising campaigns have been massively influential, winning numerous industry awards without losing their cult appeal. The ironic images perfectly reflect the knowling cool of Diesel products. This book is the result of close collaboration with Diesel founder Renzo Rosso, whose 'people first' approach and unconventional working methods ensure that his label is kept at the forefront of hipness." -- back cover.