{"id":134619,"date":"2020-05-25T06:35:14","date_gmt":"2020-05-25T04:35:14","guid":{"rendered":"https:\/\/cocainemodels.com\/?p=134619"},"modified":"2022-04-18T22:01:45","modified_gmt":"2022-04-18T20:01:45","slug":"diesel-the-creation-of-jeans-the-revolution-of-sustainability","status":"publish","type":"post","link":"https:\/\/cmmodels.com\/diesel-the-creation-of-jeans-the-revolution-of-sustainability\/","title":{"rendered":"Diesel – The creation of jeans & the revolution of sustainability"},"content":{"rendered":"

Diesel – The brand directly associated with jeans pants. They are probably the creators of jeans and yet offer so much more. You could call them revolutionaries of sustainability, because they are against mass production and started a step forward in the fashion industry with their campaign “UP – CYCLING”. The founder Renzo Rosso founded the brand at the age of 23 and made it a leader in the 80s. It was the beginning of long-lasting success that led to an expansion of the assortment and shops. Today the brand sells clothing for men and women, fragrances, watches, shoes and accessories.<\/p>\n

Birth of the DIESEL brand – Renzo Rosso<\/h2>\n

Renzo Rosso was born in 1955 in a small province in Italy. At the age of 23 the Italian fashion entrepreneur founded his brand “Diesel”.<\/p>\n

With his father’s financial support he bought 40% of the textile company Moltex, which belonged to the Italian entrepreneur Adriano Goldsmith. He renamed it Diesel and in the same year launched his men’s collection with a focus on denim or jeans. The inspiration for the name came from the fuel of the modern world “Diesel” and the international same pronunciation. Goldsmith was paid $500,000 in 1985 when the yearly turnover was more than $5 million. It was not until ten years later in 1989 that women’s fashion was added, in which year the brand had a yearly turnover of 130 million US dollars.<\/p>\n

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The most famous collections in the 80s to 90s were the Saddle model. Unlike in the 70s, the trend came with tight foot hems.
\nAnd in 1994 the youthful 55DSL collection, which was a bestseller until its liquidation in 2015.<\/p>\n

The brand has become known above all for its provocative, ironic communication: over the years, the Diesel campaigns have not only shocked, amused and amazed, but have also been rewarded with prizes. In 1991, the long-standing For-successful-living campaign was launched. In 1995 the “Kissing Sailors” advertising motif showed the kiss of two men.<\/p>\n

Rosso also founded the company OTB – Only the Brave, which in addition to Diesel also includes Maison Margiela (since 2002), Viktor & Rolf (since 2008), Brave Kid (children’s fashion manufacturer, since 2011), Marni (since 2012) and Staff International. OTB has contributed almost 1.6 billion euros, 70% of which was generated by the Diesel brand.<\/p>\n

Jeans – Revolution through denim<\/h2>\n

Timeless, sexy and comfortable – that is the promise. The trousers should fit to everything, so there are different materials, colours and patterns. The most popular trousers are a body-hugging jeans in a simple design consisting of 98% cotton. A striking design made of stretch denim in light blue vintage wash with typical Diesel accents, which are applied to the fabric in an innovative process. Lasered destroyed details, abrasions and wrinkles together with an eco-resin coating create a classically cool look, to which a light dirt effect finish adds the finishing touch.<\/p>\n

For both men and women, you can choose from the following patterns:<\/p>\n