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Diesel jeans sale biography

Renzo Rosso, owner of Italian design company Diesel, is different. He doesn’t have the playboy looks of other Italian fashion moguls (unbuttoned shirt, bronzy, oily skin) and he doesn’t receive guests in Milan’s noble Via Montenapoleone. Instead, he enjoys la dolce vita on his farm in the northeastern Veneto region and looks like Mick or Keith—a seasoned rock ’n’ roller—with long, curly hair, a three-day beard, T-shirt and, most importantly, jeans. And jeans mean the world to him.
For Rosso, who grew up with James Dean and Marlon Brando, jeans are a symbol of freedom and protest against conformity. Rosso also loves old stuff. “I don’t like [anything] that’s brand new. Used things are warmer and softer, they have more charm. My house, my boat and my hotels are all old.” In the 1970s he started treating denim with stones to get a used look. “Everybody thought I was crazy, but that was the birth of the vintage look in fashion... Well, being different is often the key to success. You only need one idea and the absolute will to succeed.”
After graduation from industrial textile school in 1975, Rosso bought a Ford Transit and went on an endless sales tour through Italy, France, Germany and Scandinavia. He drove by night and visited shop after shop during the day. Shop owners were hesitant about buying his jeans, and the following conversation took place, in one form or another, often:
“Your jeans aren’t new,” the shop owners said.“They are new, but stone-washed,” Rosso replied.
“But they look second hand.”“They are supposed to look worn.”
“Why should we sell jeans with that look?”“Because your customers want them like that.”
“Why should our customers want such jeans?”So it went, on and on.
“It was a hard sell,” Rosso explains. “I even paid for unsold jeans.” But he never considered quitting. “No, never. I am from a very Catholic village in Italy. You never give up there. Whenever I was in trouble, I told myself ‘Renzo, you are a man of honor!’”
A couple of years later Rosso founded Diesel. The brand name was chosen because it is international, pronounced the same way around the world and has an alternative feel about it. “Diesel,” he explains, “is an international brand—very trendy, very young and very cool. I want every teenager to dream about having Diesel jeans. Diesel doesn’t have to be the biggest brand on earth, but the coolest. For me, a cool image is more important than a big turnover.” Asked what is the essence of Diesel’s brand, Rosso answers, “Passion and creativity. They are the DNA of the brand and the basis for all of our products, our daily work and our lifestyle. My goal is to be a pioneer in everything we do.”
The Diesel Creative Team matches the Diesel philosophy. It’s international, with 50 people from 25 countries, and young—the average age is 26. “The world’s youth gives us our creative stimulus.” Rosso looks for people he sympathizes with and handpicks every employee. “I view myself as a football coach. I may not be the best player, but I can assemble the best team. Diesel is a team, a family.” Like in any real Italian family, eating with family members is very important, and Rosso often sits down with his employees for extensive lunch breaks. “A company that treats its staff well,” he writes, “has more motivated people.”
Diesel creatives enjoy ultimate creative freedom.

Diesel Jeans Sale Jeans for Women for Men For Girls Texture Jacket Shirt and Heels top Clip art Size Chart Photos