The record of Diesel jeans began in Italy in 1955 with the beginning of Renzo Rosso, hope establisher of the brand name, the man who previously said "We don't vend clothes, we sell standard of living." Little Rosso turned out to be an creative boy and in the age of 10 he already established his own industry selling rabbits. At the time of 15 he began to study style in the first Italian style school and in his twenties ongoing to design dress in a small fabric company called Moltex. Jointly with the owner of Moltex, Adriano Goldschmied, 1978 Rosso formed the new company - Genius collection, the cradle of many booming trademarks - Katherine Hamnett, Martin Guy, Goldie, Ten Big Boys and Diesel. The name "Diesel" was selected as an avant-garde sign of oil disaster of the 70's and as a global word that could fetch jeans brand global success. 1979 the first men's wear collection appeared in Diesel brand name and in 1981 Diesel outfit was already exported to other countries. The network of importers shaped by Renzo Rosso very much contributed to the victory of custom denims brand abroad. In 1984 Rosso open clothes line up for kids called "Diesel Kids". This significantly widened the end market of his brand. In 1985 the quantity of business made up 3,9 millions of dollars. Rosso managed to overthrow the deal of Goldschmied and other partners and as a result became the only owner of Genius Group. Now he could focus on industrialized denim. The company symbol- Iroquois- becomes an identification symbol of those who hunted to look fundamental and avant-garde. In 1991 the corporation establishes a Diesel USA brand name, and its annual income comes to 125 millions of dollars. From at the moment on the company starts to invest extra money in publicity campaigns. The new advertising strategy combined hilarity and politics - two themes unique in advertising before. Diesel's motto "For successful living", calls for formation of one's own house of worship and holy cults, disgraceful ads "The End", "Alpine Village", "No More Tears" and "Jesus Lives" create the brand more and more fashionable. 2002 Diesel begins to work with Karl Lagerfeld creating tradition denim garments for the line "Lagerfeld Gallery". 2003 the corporation starts to work with "Dsquared 2" brand and presents its first collection of jewellery called "Jewellery Diesel".