Diesel is an Italian lifestyle fashion brand founded in 1978 by Renzo Rosso, originally rooted in premium denim and evolving into a leader in casual luxury. Since 2020, under the direction of Belgian creative director Glenn Martens, the brand has reinterpreted Y2K and streetwear through experimental denim silhouettes, structural cuts, and vintage-style washes, resonating strongly with Gen Z. Diesel has released a genderless capsule collection with Damiano David and collaborated with Rihanna’s Savage X Fenty, showcasing its expanding cultural relevance. The brand is also known for its provocative marketing legacy, including the iconic “For Successful Living” campaign, which challenged traditional advertising norms with humor and social critique. Diesel continues to uphold a spirit of experimentation, inclusivity, and bold self-expression as core brand values.