Diesel and why we love it so much!
Diesel, no not the fuel but the Italian Premium Denim line. Diesel is an iconic denim manufacturer, known for being bold with their looks and having edgy campaigns that spark controversy. If you don't know much about the company we'd suggest doing some homework on Renzo Rosso, the owner and brain behind Diesel. A true rags to riches story fueled not by diesel but passion for denim and thinking outside the box. Renzo made his first pair of jeans at the age of 14 hunched over his mothers sewing machine.
One of the most remembered campaigns. Based around the idea that the one who plays life safe is a square. Being stupid.
To those Diesel enthusiast who know the quality of the jeans and their longevity, we salute you! You are the Brave that Rosso had in mind when building this company. Also you're the ones we can most relate to. Like the saying goes "Don't Knock It Til You Try It". Most see a price tag and run for the woods. We see the quality and see an investment, a jean that'll last us year and memories to come.