Diesel SpA, which everyone and her mother simply refers to as "Diesel", is the epitome of Euro-chic and cutting-edge. Renzo Rosso and his former boss Adriano Goldschmied (of AG Jeans) founded this Italian based company in 1978. Here's a fun fact: apparently the name "Diesel" was chosen because it is pronounced the same in every major language. That's right - start going through the languages you know and say it out loud. Although Diesel is known for their famous jeans, the company has consistently evolved while maintaining unmistakable characteristics in its apparel and accessories that can be spotted a block away. When I think Diesel I think zippers in ultimately creative places, purposed rips, leather trim, and c-o-l-o-r. In 1985, Rosso acquired the rights to the entire company brand (that's Italian for "Ciao, Adriano"), and in 1991 he proceeded to launch an international marketing strategy.

That leaves us where we are today, which is with over 200 retail stores in over 50 countries - not to mention the hundreds of boutiques and department stores that also sell Diesel. The first U.S. Diesel flagship store was on Lexington Avenue and 60th Street in New York City right across the street from the famed Bloomingdales. Diesel is now synonymous with haute-couture denim - not a small feat if you ask me. Of course, if you're ever in Molvena, Italy, stop by the world headquarters and take a look around. Maybe they give out free samples.

More Diesel ⇒

Although Diesel is a little more haute than other brands, it's still considered to be a tad on the casual side - well, at least the majority of Corporate America might think so. Personally, I think you take a blazer, button down shirt, some jeans and a killer heel and WHAMMO - that's one hell of a power business suit, no? Anyhow, enter Diesel Style Lab, the slightly more dolled up version of the wonderful original. Of course, it comes with a slightly more dolled up price tag, but it's so worth it when you can have your style and eat it, too. Diesel jeans aren't the end of the line - several companies actually license the Diesel name and produce footwear (the only thing hotter than Diesel jeans are Diesel shoes), leather goods, eyewear, jewelry, watches, perfumes, and other fabulous accessories. And rumor has it that in February of this year, Diesel is going to be launching a lingerie line and beachwear division.

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