Renzo Rosso founded Diesel in 1978 with the goal of producing the most avant-garde denim available. In contrast to the dominant casual wear giants of the past, Renzo enjoyed the idea of his brand being known as an alternative jeans brand amid the global oil crisis, when diesel was thought of as an alternative fuel. Since the brand's creation, Renzo has aimed to reach every corner of the globe, which is why the word "diesel," which is spoken uniformly throughout the globe, was the ideal choice for his venture.