Diesel has long been a leading pioneer in denim and casual fashion. Continually attracting new fans from all around the world, the label's cult international following spans further from the tranquil rolling hills of Molvena in northern Italy, home of the company's world headquarters. 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.