DIESEL

Diesel

In 1978 Renzo Rosso started Diesel with the intention of creating the world’s most innovated denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. Renzo 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.

Known for its youthful take on men’s denim and ready-to-wear, Diesel was founded in Italy in 1978 by designer Renzo Rosso. Saying that he learned creativity from Italy, systems from Germany, and marketing from the U.S., Rosso launched a legacy of bold style choices, both on the runway and off. Diesel’s expertly faded and distressed jeans originated the “premium denim” movement, while its infamous ad campaigns established the brand’s role as a cultural provocateur: smart, sexy, and just ironic enough. Since 2020, creative director Glenn Martens has continued to push Diesel’s rebellious and challenging side. Its signature high-top sneakers adorned with jean-style pockets, relaxed graphic sweatshirts and lounge pants, and updated denim make Diesel an always contemporary force in street fashion.

DIESEL

LARKEE Regular Straight Stretch Jeans

$198.00 CAD

DIESEL

LARKEE 084KW Regular Straight

$248.00 CAD