As Renzo Rosso declares, 'DIESEL changed the way the world views denim.'
Imbued in the fiber of denim is a spirit of rebelliousness. Sure, the humble fabric started as workwear in Nimes, France, but thanks to its stronghold on 20th-century popular culture, it became synonymous with the bad-boy swagger of James Dean, Marlon Brando, and Bob Dylan. No wonder Renzo Rosso was quickly drawn to the material as a teenager in Italy.
“Denim was the sign of a social movement based on courage and freedom. That caught my attention and made me want to feel part of it,” he tells. At 15 years old, he stitched up his first pair of jeans on his mother’s Singer sewing machine, intentionally going against the patterns and proportions he had learned at the Marconi Technical Institute. The final jeans were 42 inches long—compared to the classic 30- or 32-inch inseam—and featured a bulbous, flared silhouette and exposed zipper fly.
Full-bleed images showcase Diesel’s vast offering of denim from the past four decades: Acid wash! Baggy! Super-slick skinny! Cropped! Flared! Overalls! While you could spot a pair of Diesel jeans from miles away thanks to the diagonal tag on the front pocket, Rosso’s crucial contribution to the world of denim is distressing.
“One thing has remained consistent and inviolable since its inception: Diesel is as progressive, bold, and fueled by an uncompromising spirit in the design of its product, as it is in its marketing and communications outings,” Rosso says. But for all its posturing, Diesel also has a heart.
So what should a reader take away at the end of almost 40 years and 300 pages of Diesel revving? “That Diesel is an attitude, and it always will be.”
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