Adding Diesel to the Fire: Raves, Riots and Dirty Denim
Adding Diesel to the Fire: Raves, Riots and Dirty Denim
Today’s market is awash with distressed
denim and myriad ways to wear tears and rips in your clothes, but in 1978
Diesel was the original innovator, taking experimental denim to heights it hadn’t reached before. The steeped history of the brand and its associations, be it raves, sustainability or anti-fashion, will continue its legacy at Glue Store.
Founded by Renzo Rosso in Molvena, Italy, Diesel began as a pioneer of the denim revolution, quickly carving out a niche for itself as a brand that embraced creativity, rebellion, and individuality. Together with co-founder Adriano Goldschmied, known as the godfather of denim, Rosso was determined to create a brand that stood out. He had a clear vision: to produce a clothing line that combined high-quality craftsmanship with a bold, unconventional style.
Diesel's early years were marked by a focus on statement-making jeans. This vision led to the introduction of Diesel's distinctive, often experimental designs that combined premium materials with unique washes and finishes. The brand quickly gained a reputation for its "dirty" denim, which featured a pre-worn, distressed look that became a hallmark of Diesel jeans. In the 1980s, Diesel began to expand its product range beyond denim, introducing a full line of clothing, including tops, jackets, and accessories. This diversification helped to establish Diesel as a comprehensive lifestyle brand.
Diesel wasn’t just innovating with their designs but also their ad campaigns, becoming known for the kind of ads that get analysed by art students. This controversial and subversive approach to marketing was unlike anything else at the time – provocative and memorable, with the red DIESEL box logo in the top corner of each frame. These campaigns played a significant role in building Diesel's identity as a brand for the young, the bold, and the unconventional, moving the generational torch of rebellion forward through the decades.
The 1990s were a pivotal decade for Diesel. The brand's "For Successful Living" campaign, launched in 1991 became iconic. It was a philosophy that resonated with a generation of consumers who were looking for edgy authenticity. Continuing to skate the bleeding edge, Diesel became the first fashion company to launch a website in 1995, just one year before expanding into international markets with their first flagship stores opening in Rome, New York, and London. In 2007 they became the first brand to live stream a fashion show.
The brand's global reach was solidified with the introduction of Diesel Black Gold in 2008, a premium line that combined the brand's signature edgy style with high-fashion sensibilities.
Diesel continued to innovate throughout the 2000s, embracing digital technology and social media to connect with its audience in new ways. The brand's collaborations with artists, designers, and other fashion labels have kept it at the forefront of contemporary culture. From limited-edition collections to bold runway shows, Diesel has maintained its reputation as a brand that is not afraid to ruffle feathers.
Today, despite its scale, Diesel still carries an energy befitting a small, DIY punk brand under the creative direction of Glenn Martens. The brand continues to evolve while staying true to its roots. Now available at Glue Store, Diesel is poised to continue shaping the fashion landscape with its unique blend of style, attitude, and authenticity.
Discover the
Diesel range instore and online.