Diesel has long been a leading pioneer in denim and casual fashion, known for moving outside and ahead of trends in its industry. While retaining always its DNA, in recent years Diesel has evolved into the world of premium casual wear, becoming a true alternative to the established luxury market. Continually attracting new fans from all around the world, the label's cult international following spans ever farther from the tranquil rolling hills of Molvena in northern Italy, home of the company's world headquarters. Despite Diesel's extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978: he envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail.