Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an “alternative energy” so it was representative of an alternative taste in casual wear. In 1985 Diesel launched its first ‘For Successful Living’ advertising campaign in 1991, instantly establishing a reputation for innovative marketing. Diesel’s first flagship stores, in New York, Rome and London, opened in 1996.

They are largely unaffected by fashion fads; it is innovative and at times a bit radical, but it always shows careful attention to detail and focus on the selection of quality materials and production techniques. Diesel shoes, Diesel clothing, Diesel sunglasses and Diesel watch collections effectively precede trends and do not respond to them, with a constant emphasis on quality. The independent working methods within the company translate to a lifestyle attitude - the Diesel way.

For over 20 years all Diesel collections, including licensed products, were made under the Creative Direction of Wilbert Das. Currently the principal lines are Diesel, the main line, and Diesel Black Gold, a new collection launched in 2007 in the casual-luxury segment. The children's collection is called Diesel Kid. Diesel Denim Gallery offers limited edition denim sold in innovative art-gallery-like spaces. Diesel also offers collections of footwear, intimate (underwear), and bags. Diesel's licensed collections are eyewear (made with Safilo), jewelry and watches (Fossil), and fragrances (L'Oréal). L'Oreal and Diesel launched Fuel for Life (for him and for her) in the fall of 2007. A mini-collection for Adidaswas launched in 2008 called Adidas Originals Denim by Diesel. The underwear license is held by the US company Mast Industries Inc., who also make lingerie for Victoria's Secret. A new collaboration with AGV has seen the launch of a Helmet. Recently Diesel Home, thanks to collaborations with Moroso nd Foscarini has been launched in the market