Diesel

In 1978 Renzo Rosso started Diesel with the intention of creating the world’s most innovative denim. Amidst a worldwide oil crisis, during which diesel was considered the alternative fuel, Renzo liked the idea of his brand as an alternative jeans brand, in contrast to the prevalent casual wear labels already existing. He intended to reach the entire world since the brand’s very inception, making the word “diesel,” an international term pronounced equally all over the world, the perfect name for his endeavor.

Since its start, Diesel has used “For Successful Living” as a slogan for the brand’s DNA. 

Diesel has always stood for the values of inclusivity and sociality, which have been given ample space over decades of award-winning advertising, whose irreverent and anti-conventional tone provides an antidote to the status quo, making people think, ask questions and take action. Diesel has used this tool to normalize taboos and flip the script on stories of social injustice, minorities and the absurdities of politics and society, all in a celebration of inclusivity, which has always been part of its brand DNA. Its iconic campaigns – LaChapelle (1994), Go with the flaw (2017), Francesca (2020) and the recent When Together (2021), for which Diesel received a Diversity Award – are examples of how, within all the controversies generated by Diesel’s communications, the power of inclusion outweighs the risks of exclusion. The story of Diesel is one of optimism, imagination, innovation, provocation and, above all else, fun.

In 2022, in collaboration with the Tom of Finland Foundation and The Community, Diesel demonstrated its support for the LGBTQ+ community by creating All Together, a group exhibition of works by queer artists, while the launch of “D by Diesel”, the first gender-fluid fragrance, is an anthem to liberty and a celebration of youth.

On the question of transparent customer communication, Diesel uses a hangtag for its clothes to identify garments that meet its product sustainability criteria, which states: This garment is made For Responsible Living.

To check the authenticity and discover the low-impact features of each product, consumers can simply scan the QR code label inside the garment to land on a digital “ID” platform providing information about the fabrics used, innovative and less impactful treatments, washes and trims. In this way, Diesel promotes transparency and responsibility in its customer relations, informing consumers about its decisions to care for the environment as part of its Sustainability Strategy. 

Diesel has over over 2,000 points of sale worldwide with over 290 mono-brand stores and it is present in more than 90 countries.

Belgium-born Glenn Martens graduated first in his class from the internationally acclaimed fashion institute The Royal Academy of Fine Arts (Antwerp). In 2008, during his final year, he was recruited to join the team at Jean Paul Gaultier for the women’s pre-collection in addition to the men’s label “G2.”

In mid-2010—after a successful run as first assistant to independent designer Yohan Serfaty—Martens worked independently on various high-profile projects affiliated with European brands such as Weekday (H&M) and Honest By Bruno Pieters. In February 2012, he launched his womenswear line during Paris Fashion Week under the name “Glenn Martens.” Since September 2013, Martens has been the Creative Director of both womenswear and menswear for the Paris-based label Y/PROJECT.

2017 proved to be a pivotal year of recognition for Martens. He was listed in the Business of Fashion’s 500 Index of people shaping the industry. He also received the ANDAM prize for his outstanding work at the helm of Y/PROJECT.

In June 2018, Martens partnered with DIESEL on the company’s Diesel Red Tag project, staging a fashion show on the streets of Paris that saw denim and leather transformed into draped button-down shirts and bootcut trousers.

Martens and Y/PROJECT received a special prize—the Family Fund Award—from ANDAM in 2020.

In October 2020, Martens was named as Creative Director of DIESEL. He is still the lead at Y/PROJECT in addition to his work at DIESEL, where he oversees womenswear, menswear, branding, communications, and more in general its overall creativity. His first fashion show for DIESEL occurred in June 2021 during Milan’s menswear Fashion Week.

In 2022 Glenn was appointed Guest Creative Director for Jean Paul Gaultier Couture.