Renzo Rosso founded the company in 1978 with the intention of creating the most innovative denim fabric in the world. Amid a global oil crisis during which diesel was considered an alternative fuel, Renzo loved the idea of his brand being known as an alternative jeans brand, in contrast to the predominant casual clothing giants that had existed until then.

Diesel has evolved from being a prominent pioneer in denim manufacturing to becoming a premium casual clothing maker. Despite its growth, Diesel's philosophy remains the same: Be the Alternative, Stand for the Planet, Celebrate Individuality, Promote Integrity.

The Belgian Glenn Martens, appointed in 2020 as the new creative director of Diesel and Y/Project, he is part of the new generation of Parisian fashion designers leading the streetwear fashion revolution by injecting humor into their conceptual and avant-garde collections.