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

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Replay jeans biography

Rosso dropped out of the University of Venice in 1975 and began to work as a Production Manager at Moltex, a local clothing manufacturer that produced trousers for various Italian clothing labels. Moltex' parent company, the Genius Group, was run by Adriano Goldschmied who would eventually become Rosso's mentor and future business partner. During Rosso's first two years at Moltex the company grew rapidly. In 1978, after Rosso had managed to increase the company's production beyond what Goldschmied actually considered possible, Rosso wanted to leave the company in order to start a new business on his own. However, Goldschmied convinced Rosso to stay by offering him a 40% stake in Moltex and by agreeing to form a new company together, thus forming Diesel.[5] Following the new partnership, Rosso also became shareholder of the Genius Group, which gathered brands such as Replay, King Jeans and Vivai. Created Goldie label which Katharine Hamnett designed a collection for, before launching DIESEL among others.[6]
The brand name Diesel was chosen because 'diesel' was considered to be the 'alternative fuel' in the current oil crisis, and Rosso and Goldschmied liked the idea of their brand being perceived as an alternative jeans brand in contrast to the prevalent casual wear brands. Furthermore, since the word was an international term pronounced equally all over the world, it appealed to Rosso's view and that the global fashion market was not segmented by national borders, but by people's lifestyle.[6] In 2004, after having followed those core values for nearly 20 years, CNN accredited Diesel for being "the first brand to believe truly in the global village and to embrace it with open arms."[7] In an article by The NY Times in August 2013, it was estimated that Diesel had sold more than 100,000,000 jeans since 1978.[8]
Diesel acquisition
In 1985 Rosso wanted to achieve creative freedom over the brand's direction and took complete control of the company, by trading his shares in the Genius Group, at the time Diesel's parent company, for Goldschmied's remaining shares in Diesel.[9] Following the launch of Diesel Kid the year prior, at the time called Dieselito,[1] sales of the Diesel-branded clothing had by that point reached about $5 million annually.[6] Wanting to focus on denim, Rosso began experimenting with different ways of treating the fabric with stones and washes. Then, after handpicking team of likeminded designers in the late 1980s, the company began a period of remarkable growth and expansion.[9]
Diesel in the 1990s
During the first of the 1990s Rosso pioneered Diesel into the fashion world and set the grounds for its establishment in global markets.[10] In 1991 the company launched its first international marketing effort with the highly successful 'guides for successful living' campaign series. In 1992 the campaign, which was Diesel's first advertising campaign ever, won a Grand Prix at the Cannes Lions International Advertising Festival, the world's leading awards in advertising.[1] Later on that same year Diesel launched the campaign on TV and would eventually become part of the company's global communication work for a decade to come, bringing in multiple advertising awards across the world.[11]

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