Diesel is an Italian clothing brand founded by Renzo Rosso in 1978. The company is best known for its denim collection and its clothing lines and accessories aimed at young consumers.

Rosso founded Diesel with the intention of creating a fashion house that would be a leader and create its own niche in the industry. A significant portion of the company's success in its first 20 years is credited to former creative director Wilbert Das, who was hired in 1988.

Fresh out of fashion school, Das was initially hired to design the men's collection, but quickly moved up the ranks within Diesel and was named creative director in 1993. Das' vision guided the company's fashion and international marketing strategies for nearly 20 years.

Diesel's first perfume, a unisex fragrance known simply as Diesel, was launched in 1996 in collaboration with Marbert. Diesel launched several popular fragrances with Marbert before signing with L'Oréal in 2006. Diesel fragrances are aimed at the young adult market like their other products and are notable for their unusual packaging, such as a fist (Only the Brave) and an industrial spray bottle (the Green series).