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In 1978, Renzo Rosso founded Diesel with the goal of creating the most innovative denim in the world. Renzo envisioned his brand as an alternative to the prevailing casual wear giants of the time. From the very beginning, Renzo aimed to make Diesel an international brand, and the name "diesel" was chosen because it is pronounced the same worldwide. The brand adopted the slogan "For Successful Living" as a reflection of its core values. Throughout its history, Diesel has stood out with strong, ironic, and playful advertising campaigns, establishing itself as a leader not only in fashion but also in advertising. Despite the changes in trends over the past 35 years, Diesel has remained true to its original ethos of being unconventional and innovative. Diesel has an extensive global presence, with over 5,000 points of sale worldwide, including more than 400 mono-brand stores, 37 of which are located in the United States. Between 1978 and 2012, the company has created more than 2,000 different denim washes.