Adriano Goldschmied and Renzo Rosso founded Diesel in 1978 in Italy. Rosso bought Goldschmied out in 1985, and hired Wilbert Das as creatve director in 1988. Das remained with Diesel until 2009, and expanded the company's lines from just jeanswear to a wide range of fashion, from intimates to children's clothing to accessories.
The Diesel brand is one of the most popular worldwide, with hundreds of Diesel boutiques and thousands of other stores carrying their lines. Diesel has licensed eyewear, watches, jewelry, and fragrances.
Diesel has acquired stakes in other popular clothing and accessories firms, including Dsquared and Maison Martin Margiela.