Diesel

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.

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Fashion Statement

Who says what your Fashion Statement is? You of course! So make sure you devine your own fashion statement! Each of us has our own likes, dislikes comfort zones, body shape & size, and life styles. It's wonderful to pick up your favorite fashion magazine to get some great ideas. But ideas can be revamped to meet your personal tastes. Perhaps my comfort zone is a loose fit, maybe yours is a very tailored or tight fit. I like turtle necks, you've got cleavage and like to show it. Maybe your a rancher and functional is important, or an office executive where a professional look is critical. Tweeds in and you hate tweed, then don't buy tweed. Hot colors are in but your skin is washed out, then stick to the colors that look good on you but perhaps dress them up with a little color. Low rise pants are in but they aren't attractive on you, then don't buy them. It's all wonderful and dandy for the fashion world to tell us what is in, what we should wear. But the bottom line is clothes that we buy and hang in the closet never to be warn are a waste of our money. Don't feel pressured to stay with the trends. Trends come and go. If you stick with your basics and then add a piece here and there that fits the current fashions you'll be much better off. So pick up the popular fashion magazines like Vogue, Style, or Elle. Have a flip through. Then take what you like and use it and toss the rest away. What really matters is that you feel "good" in the look you present. When you feel good about how you look your confidence level jumps, your happier, and your positive energy flows around you. If a pair of blue jeans with a tank top and big bold earrings is your thing then that's your fashion statement. If you like long skirts, heels, and gold jewelry then that's your fashion statement. Don't let anyone or anybody change you from who you are. Because you are your fashion statement. Now that's not to say we can't all take a lesson or so, get the creative juices flowing, or freshen our look. The magazines are terrific ways to do just that. There are plenty of great web sites that can also be very helpful. Don't forget accesories can spice up any outfit. Denim can be very classy with the right shoes and jewelry. Your black dress can become quite informal and fun with the right jewelry or belt. Change the entire look of an outfit with your accesories. Utilize all your wardrobe by mixing and matching pieces, jewelry, shoes, and other accesories. The more jewelry you have the more looks you can create. You are your fashion statement. Say what you want, say it how you want, wear it how you want! If your comfortable in your look your going to show your confidence. Be you!

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