Renzo Rosso successful businessman

Renzo Rosso successful businessman – Behind the success of Diesel there´s only one name: Renzo Rosso, one of the richest men in Italy, with a nearly three billion euros wealth.

Born in the Paduan countryside from a peasant family, Rosso immediately showed himself to be a skilled businessman.

At 15, he created his first pair of jeans, make by his mother with her sewing machine. His jeans earn success among their teammates and friends.

In 1976 he left his studies to become a production technician in Adriano Goldschmied´s clothing workshop where 18 people worked.

Two years later, at the age of 23, he founded the brand Diesel.

The logo is a manifesto inspired by the world of American Indians, Diesel adopts a “metropolitan Indian punk style”, to catapult into the future.

The competition is high, but Rosso understood that it was necessary to communicate “ ensations” to the public.

This is how the “stone washed jeans (washed with stones)” were born, the concept was to make them look old.

Initially in Italy traders did not appreciate Rosso´s style so he decided to break into the American market in 1992. In a short time, the Cheyenne model was a success in California.

In 1995 Diesel already started the online shop and Rosso became a social network star, his brand is consolidated as major International fashion brand including in the production of accessories, perfumes, underwear and beachwear, as well as, recently, a car, the Fiat 500 By Diesel.

The advertising campaigns attract great attention because of their provocative style , transgressive messages: Rosso is capable of transmitting to the consumer a lifestyle in which to identify themselves.

Rosso’s merit is that he understood the new way to sell in the 90s and had the courage to open a mono brand store in New York right right in front of a Levi’s store.