Renzo Rosso launched the brand Diesel in 1978 and its said that its mission is to challenge the status quo, experiment with new ideas, innovate and provoke.

Since this time it has branched into a global empire of luxury goods and is best known for its denim apparel.

Diesel perfume is the epitome of the brand, the first fragrance being the unisex Diesel, launched in 1996, with thirty successful fragrances following this, then being sold to L'Oreal in 2006.

Diesel’s products are marketed through 5,000 retail outlets around the world, including 300 Diesel-branded stores.

The most popular Diesel brand is Only The Brave.