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Cutting-edge style and street-fashion aesthetics combine with comfort to reach that sexy and flawless feel. Diesel provides the answer to both men and women reaching for this signature style.

Diesel clothing has never followed the established trends. Created in 1978 by Renzo Rosso, this brand holds the philosophy to stand the same today as the day it all began. The brand stands for passion, individuality and self-expression. When Rosso began his journey with Diesel, he wanted something that was pronounced the same way throughout the world and was different than everything else on the market. In 1985 Diesel launched its first advertising campaign instantly establishing a reputation for innovation. Diesel then began opening its first stores in New York, Rome and London in 1996. In 2010 from its headquarters in Breganze, it directly manages 18 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores.

Basic black and white styles can be found, but Diesel is known best for their burst of color. Panty styles include bikinis, boyshort panties, hipster, briefs and thongs. These bursts of color are accompanied by a feeling of comfort. Many styles are fabricated with a soft comfortable stretch cotton with just enough Spandex. You can expect the unique look along with breathability, support and comfort in all of the underwear styles.

Rosso's Diesel has won many awards and accolades for their products. In 1996 the brand was awarded the Premio Risultat award from the Bocconi Institute in Milan for "Best Italian Company of the Year. Rosso was also named in British music magazine "Select" as one of the "100 Most Important People in the World" who will contribute to the shape of the new millennium.

Customers rave about the fabric's softness along with its eye-popping colors. Many say their favorite part of the briefs is they are seamless creating even more comfort. Other customers say they feel as if they are wearing nothing allowing them to wear the undergarments both day and night without losing the level of comfort.

Diesel not only cranks out unique clothing, but is helping the world along the way. Since 2002 the company has been driving its attention to endorsing young music talent by sponsoring the Diesel-U-Music Contest. Artists are encouraged to participate in a chance to be seen and heard by many in the world of music. The same year Diesel became the founding partner of the International Talent Support, a competition for young designers and fashion photographers. The brand is also involved with Vienna's Life Ball AIDS charity and the Sundance Film Festival. Keeping up with the trend of being cutting-edge and innovative, Diesel was the first company to market their brand in video games. In 2008 Diesel partnered with Sony Computer Entertainment Europe to sell designs in Sony's virtual world with the majority of the proceeds toing to the OTBF Only The Brave Foundation.

Rosso's vision of creating a brand that took chances, yet was a leader in fashion has established Diesel as the “haute couture of casual.” Both men and women wearing these fashions should feel unique, comfortable and ready to take on the world.

 

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