Created by Renzo Rosso in 1978, Diesel creates everything from denim, luxurious casual apparel, intimates and kids to eyewear, watches, jewelry and now fragrances. More than a company, Diesel is a state of mind: it means being open to new things, listening to one's intuition and being honest with oneself. Fuel for Life, more than simply a fragrance, compels you to feel alive—exhilarated—like the thrill of experiencing something for the first time.

Manufacturing jeans, casual clothing and accessories, Diesel has become a fashion backbone in youth culture. Their independent design team ignores style-dictators and consumer forecasters of the fashion establishment and let their own tastes and visions lead them. Diesel designers are innovative and at times a bit radical, but the end result is always a ‘must have’.