Renzo Rosso Italian designer, creator of the Diesel brand Date of Birth: 15.09.1955 Country: Italy

1. Biography of Renzo Rosso
2. Early Career
3. The Birth of Diesel
4. Unique Advertising Campaigns
5. Continued Success
6. Other Ventures

Biography of Renzo Rosso

Renzo Rosso was born in 1955 in Brugine, Veneto, Italy. He grew up in a farming family and showed an interest in business at a young age, starting his own rabbit farming and selling business at the age of 10. Despite his agricultural background, Rosso developed a passion for fashion and went on to study Textile Manufacturing and Fashion at the University of Padua.

Early Career

Even during his studies, Rosso had a clear vision of fashion and style. In the mid-1970s, he began creating his own collections. It wasn't until about ten years later that he achieved his greatest life achievement - the creation of the famous brand 'Diesel'. In 1978, Rosso became one of the founders of the 'Genius Group', under which many new brands were launched, including 'Katherine Hamnett', 'Goldie', 'Martin Guy', 'Ten Big Boys', and, of course, 'Diesel'.

The Birth of Diesel

Interestingly, the word 'Diesel', which seemingly had nothing to do with fashion, was very trendy in Europe at the time and represented a desire to free the global economy from oil dependency. In 1985, Rosso gained full control of 'Diesel' and began transforming the company according to his own fashion understanding. The revamped company launched itself towards new horizons in the early 1990s, breaking the mold and gaining the attention of consumers who had previously overlooked the brand.

Unique Advertising Campaigns

Rosso developed daring and witty advertising strategies, with the slogan 'For Successful Living' becoming the company's motto. This campaign gained a somewhat scandalous reputation, as 'Diesel' clothes were known for their unconventional nature. By using serious themes in an absurd manner, 'Diesel' turned taboo topics into lighthearted jokes. This advertising approach proved incredibly successful and set 'Diesel' apart from other denim manufacturers. The 'For Successful Living' motto is still used today, and the brand's advertisements have won numerous awards at advertising festivals such as the Cannes Lions and Eurobest.

Continued Success

In 1996, the Bocconi Institute in Milan awarded Rosso and 'Diesel' the 'Premio Risultati' (Best Company of the Year in Italy), and in 1997, Rosso was nominated for the 'Ernst & Young' award. The 'Diesel' empire continued to expand into the new millennium, introducing 'Diesel Kids' for children's clothing and accessories, as well as the 'Jewellery Diesel' collection in 2003. In the same year, the company celebrated its 25th anniversary. In 2004, 'The Face' magazine ranked Renzo Rosso as the 5th most influential person in the fashion industry.

Other Ventures

Aside from 'Diesel', Rosso has been involved in other ventures, including collaborations with 'Viktor & Rolf', 'Margiela', and 'DSquared' for their children's line. He has also invested in a hotel called 'Pelican' in Miami Beach, owns his own wine label, and is the proud father of six children. Renzo Rosso's entrepreneurial spirit and innovative approach to fashion have solidified his position as one of the most influential figures in the industry.