Diesel
For successful living.
Diesel was founded in Molvena, in the Veneto, in 1978 by Renzo Rosso and Adriano Goldschmied as a denim-led casualwear label inside the Genius Group. Rosso bought out his partner in 1985 and built Diesel into the cornerstone of OTB Group, alongside Maison Margiela, Marni and Viktor & Rolf. The fragrance business launched in 1996 with the men's Diesel Plus Plus and has run under licence with L'Oréal since 2006. The defining release is Only the Brave, introduced in 2009 in a fist-shaped flacon, followed by the Bad and Spirit of the Brave flankers and the Loverdose women's line. Compositions are typically warm, sweet and gourmand, aimed at the same young casual market as the apparel. Production and distribution run through L'Oréal's Designer division, which positions Diesel between Yves Saint Laurent and Cacharel in the accessible designer band.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
