Diesel is an Italian clothing brand that was founded by Renzo Rosso in 1978. Best known for its denim collection, Diesel was founded with the intention of creating a fashion house that could be a leader and carve out its own niche in the industry.
A tremendous amount of Diesel's success in its first 20 years is attributed to Wilbert Das. After leaving fashion school, Das was initially hired to design the men's collection, but he quickly rose through the ranks and was named Creative Director in 1993. Das' vision guided Diesel's fashions and international marketing strategies for nearly 20 years.
The first Diesel fragrance was launched in 1996. Aimed at the younger adult, Diesel fragrances are noteworthy for their unusual packaging. Launches over the years include: Diesel Fuel for Life Femme (2007), Diesel Fuel for Life Homme (2008), Fuel for Life Unlimited (2008), Only The Brave (2009), Fuel for Life Denim Femme and Homme (2011), Loverdose (2011), Only The Brave Tattoo (2012).