The story begins with a young Renzo Rosso passionate about the
clothes he wears but disappointed in the options available to him
in his home town Molvena, Italy. Acting on impulse, he decided to
use his passion to make the clothes he wanted to wear. Renzo
was drawn to the rebellious fabric of the 1960s and rock & roll:
denim. It inspired him to create jeans which would allow him and
others to express themselves in ways other clothing simply could
not. Proving popular, Renzo made more and more of his handcrafted
creations, selling them around Italy from the back of his
little van. The still-young Renzo is the proud owner and CEO of
Diesel along with that impressive list of figures. That impulse and
passion apparently paid off.