Started in 1978 by Renzo Rosso and named after what, at the time, was considered an alternative fuel, Diesel has always stood proud of its innovative, pioneering position within the world of denim. Inspired by his own children to create a junior line, Diesel pays homage to the creativity and inventiveness of childhood, developing colours and cuts that speak to a younger generation in search of urban cool. In an ever-changing world of transient trends, Diesel’s trusty mix of classic wash jeans and slogan separates continues to keep it in the fashion game season after season.