Customers are always asking us how do you know if your buying an Original Pair of DIESEL Italian Jeans? The quickest and simplest answer we can give is, If the jean doesn't have the patented watch pocket branding with the words diesel Industry then it’s not Diesel Italy. To anyone outside of Republic of Ireland you will be completely unaware that there are two Diesel Clothing Brands which exist today, but In the Rep Of Ireland we have just that and it can be very confusing for consumers trying to identify which is which.The 2 diesel brands are "The Italian Diesel" (sold worldwide) diesel.com and  "Diesel Ireland" (sold only in Rep of Ireland) diesel.ie . A little while later, Renzo bought out Adriano Goldschmied’s interest in the Diesel brand name in 1985 for $500,000. Diesel Italy is a premium International fashion Brand known for watches, Fragrances, Jeans and much more and currently has only one DIESEL outlet store located in Kildare Village. In 1991, the turnover of Diesel is about 125 millions of dollar and starts to invest money in advertising campaigns. He had to face a first problem: nobody could see the link between Diesel name and fashion. DIESEL is known worldwide for Fragrances, watches and much more. For more than 20 years now there has been long running battles between the two companies. ( Log Out /  With the ironical signature “For Successful Living”, Diesel parodies 1950s advertising that promised a better life via consumption. He later attended an industrial textile manufacturing high school in Padua. Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand and pronounced the same way around the world. “Be stupid” or how to establish a strong brand personality. He wanted its brand to embody a rebellious esprit. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before. “How Cool Brands Stay Hot: Branding to Generation Y” by Joeri Van den Bergh,Mattias Behrer. ( Log Out /  Whilst other brands chased the next trend, Rosso wanted Diesel’s denim to stay true to its roots. DIESEL. During that period the Italian DIESEL was starting to grow and get lots of attention across Europe. v2.10.23, To offer you a better experience, this site uses profile cookies, even from third parties. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Diesel renews its rebellious image by being inspired by today’s values. Diesel has over 5,000 points of sale worldwide with over 400 monobrand stores, 37 of those in the US. The jeans that were being made were then marketed under the Diesel brand. Diesel Was formed by Jeans genius billionaire Renzo Rosso in 1978 and his former boss Adriano Goldschmied. Renzo intended to reach the entire world since the brand’s very inception, making the word “diesel,” an international term pronounced equally all over the world, the perfect name for his endeavor. After working for Adriano for a while, Renzo used a loan from his father to buy a 40% holding in the company, which he then changed the name to Diesel.