Diesel was founded in Italy in 1978 by Renzo Rosso and built its reputation on denim, irreverent advertising and a deliberately unconventional approach to youth fashion. Its fragrances follow the same philosophy, using bold names, sculptural bottles and compositions that favour personality over restraint. Only The Brave, BAD, Loverdose and Plus Plus move through aromatic woods, spices, sweet gourmand notes and florals. Diesel’s aspirational value is therefore not classical luxury; it is individualism, street-influenced fashion energy and the confidence to choose something deliberately noticeable.
Frequently Asked Questions
Diesel was founded in Italy in 1978 by Renzo Rosso and built its reputation on denim, irreverent advertising and a deliberately unconventional approach to youth fashion. Its fragrances follow the same philosophy, using bold names, sculptural bottles and compositions that favour personality over restraint. Only The Brave, BAD, Loverdose and Plus Plus move through aromatic woods, spices, sweet gourmand notes and florals. Diesel’s aspirational value is therefore not classical luxury; it is individualism, street-influenced fashion energy and the confidence to choose something deliberately noticeable.

