In 1978 Renzo Rosso started Diesel with the intention of creating the worlds 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 brands 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 brands DNA. Through a long and storied history of strong, ironic and playful campaigns, Diesel has become a leader in advertising as well as in fashion. Where the world zigged, Diesel zagged, and in the 40 years since its founding, the brand still embraces the same ethos.