Diesel has applied its edgy marketing and its image of youthful sexiness to its fragrance collection, which was launched under arrangements with Marbert Cosmetics in the late 1990s. Diesel’s fragrances typically feature bold and novel packaging. Only the Brave’s bottle is shaped like a clenched fist; Fuel for Life (for men and women) is offered in flask-shaped bottles encased in materials like leather, lace, or denim; and Loverdose’s bottle resembles a sharp-edged glass heart. With taglines like “Use With Caution” and “Finally Legalised,” Diesel continues to push the envelope in its fragrance line as well as its fashions.
Tired of the slavish trends of the fashion industry while yearning for a modern, dynamic look where couture would mix with comfort along the up-to-date styles of today, Renzo Rosso founded Diesel in 1978 with the goal of making it a leader—a company that would take chances to carve out a niche for itself in the clothing industry . He surrounded himself with creative open-minded people and gave them stylistic freedom in hopes that they could, and would work independently from what they saw among the masses to create something uniquely Diesel. From the beginning, Renzo Rosso believed in presenting the world with one product and in one language—a borderless macro culture, and took the best that each country had to offer to made it Diesel—marketing was learnt from the US, creativity from Italy and systems from Germany. Rosso build a solid and vast production and distribution platform that stretched across all five continents but was managed centrally and under strict guidelines.
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