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Once upon a time, the first "lifestyle" alternative brand...
The story of a man: Renzo Rosso was born in 1955 in Padua, in the north east of Italy. When he was young, he borrowed a pair of flares from his mother.
They proved instantly popular with his friends who all wanted a pair, and thus a clothing pioneer was born.
He began designing his own clothes in 1975, after graduating from an art and fashion college.
He founded the DIESEL company in 1978 with the aim of quickly establishing the brand as the market leader in terms of originality, creativity and energy.
His fashion targets hip and trendy non-conformists for whom personality is expressed in clothing style. DIESEL is more than a brand, it is an alternative lifestyle.
Wear DIESEL and you will have all you need for successful living: you will belong to a positive and hedonistic community which cultivates irony and unconventionality and provides an escape from everyday reality.
Did you say "Diesel"?
It is a short and easy word to pronounce in any language and, as the founder says, while diesel may be slow to get going once it does, it quickly picks up energy and keeps going for much longer.
It was thus necessary to wait until 1991 to see the DIESEL brand reach the top and compete with the huge brand that is Levis. Today the DIESEL"motor" is running at full speed with 5000 points of sales and 400 stores in 80 countries.
Its secret ?
Freedom. That means to go beyond trends and look for inspiration all over the world.
Representing urban culture, DIESEL style is focused on creating luxury “used” jeans.
Long hours are required to produce one pair: the jeans are washed, then rewashed, rubbed with glass paper, sprayed with potassium, and oven-baked...
For the last few years the brand has been concentrating on creating a new vision of fashion: the haute couture of ready-to-wear.
In short, DIESEL embodies an eccentric paradise that melds refinement, provocation and humor. The brand fuels itself by constantly evolving, and offers as 2007 its own fragrance.
DIESEL fragrance creations distinguish themselves by virtue of their construction which is clear, direct, joyous, and often fun.
DIESEL re-exploits the classic codes of perfumery with a modern twist to create original fragrances that are full of character. These fragrances are multi-faceted, colorful and often unconventional.
First the Fuel For Life fragrances that encourage a feeling of being alive, of experiencing things as if for the first time.
Only The Brave, which embodies DIESEL masculinity in its full glory: the strength, courage and determination.
In September 2011, DIESEL launches its first feminine fragrance : Loverdose, a weapon of seduction that makes the heart beat.
FUEL FOR LIFE
In 2007, DIESEL launches its new elixir of life.
A sexy and energizing potion for men and women with "retro-modern" notes embodying the essence of DIESEL...
But be careful!
This elixir is incredibly active and powerful use it with caution!
The men's and women's versions of Fuel For Life are two timeless archetypal perfumes.
Fuel For Life, capturing DIESEL’s creativity and unpredictability, is a source of adrenalin, for people willing to experience new emotions and seeking an alternative type of energy!
To achieve this, Renzo Rosso and the FIRMENICH perfumers (Annick Mnardo, Jacque Cavallier and Thierry Wasser) chose to position the two fragrances in the scent families most emblematic of femininity and virility: chypre and heather.
This resulted in two retro-modern perfumes, a mix between traditional perfumery and a futuristic outlook Fuel For Life: a potion to energize, an elixir fuelling lust for life, a secret for successful living.
In 2011, Fuel For Life Denim offers a new version of this elixir of life : younger, more rock'n'roll, more crazy!
The bottle put on in denim for a tribute to fashion and fragrance stands out for its offbeat spirit and surprising fully in line with DIESEL!
ONLY THE BRAVE
Only The Brave, to become your own hero.
Find within yourself the energy needed for your own success, and to prove your commitment.
A strong bottle, designed in the form of a sculpture, it is the iconic representation of DIESEL masculinity.
The closed fist can be interpreted in 3 ways:
- Vertically, determined fist: assertiveness
- Horizontally, clenched fist: strength
- Turned up on the wrist, raised fist: courage - in reference to the visionary artists, sporting icons and alternative urban movements that have marked history.
A reference to visionary artists, sports icons and alternative urban movements that have marked history.
Only The Brave is the fragrance of strength (amber - cedar accord), courage (citrus accord) and assertiveness (leather accord).
A cocktail that is by turns voluptuous and explosive and which bears witness to a man whose identity is as strong as it is present, almost magnetic.
It is reinterpreted in a limited edition series in 2010 with IRON MAN and in 2011 under the pen of Bryan Hitch and colors of CAPTAIN AMERICA.
Superheroes have the same values of the fragrance.
LOVERDOSE
In 2011, Diesel unveils its new ladies' fragrance, which reflects its image: rock & roll, sexy, subversive, and unexpected!
Intended for every woman who dreams of and indulges in fiery passion, Loverdose is a bewitching potion that makes anyone who wears it irresistible and casts a love spell upon anyone who comes near.
The enigmatic presence of Molecule A, which triggers an addiction to sheer desire, will get tongues wagging.
Hearts will palpitate and beat out of control; senses will be in jeopardy, and everyone will be deliciously caught up in the trail of Loverdose.
This carnal scent is a woody Eastern fragrance with a liquorice base.
It is gourmet when tangerine is set ablaze as it comes into contact with star anise, intense when absolute liquorice brings out the femininity of white jasmine and gardenia petals, and bold when the liquorice liquor and infusion of vanilla blend with ambrox and captive wood.
A new, unforgettable trail captured in an iconic bottle, a glass heart faceted like a diamond with shimmering pink/amethyst glints pierced by a black dagger.
For further information - www.diesel-fragrance-factory.com