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Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an ‘alternative energy’, so it was representative of an alternative taste in casual clothing. Today the brand is synonymous with edgy, street-inspired fashion; distressed denim, contemporary accessories and versatile men’s and women’s clothing collections have earned the brand an ever-growing international fan base.

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