When you think of premium fashion, denim isn’t usually the first thing that comes to mind. Denim jeans were initially made as practical work wear, and their indigo color was specifically chosen to hide dirt when worn by workers. But that all changed when Diesel was introduced in the '70s.
Diesel took advantage of the material’s grungy and raw appeal and turned it into a fashion statement. The core of their tagline “For Successful Living” was that instead of chasing trends, choosing to wear denim and expressing individuality was a way of living successfully.
Ahead we delve further into the history of this luxury denim brand, what made it so popular, and its most iconic pieces.
A Brief History of Diesel
Diesel’s history traces back to the late 1970s when a young entrepreneur named Renzo Rosso embarked on a mission to revolutionize denim fashion. Renzo would go on to become the founder of Only The Brave (or simply OTB), a holding company not only for Diesel, but for brands such as Maison Margiela, Marni, and Jil Sander, to name a few. Renzo, often dubbed the "jeans genius," founded Diesel in 1978 after acquiring the clothing manufacturer Moltex and rebranding it to the premium denim brand we know today.
From its humble beginnings, Diesel quickly gained recognition for its innovative approach to jeans design. Renzo Rosso's vision was to create the most cutting-edge denim in the world, setting Diesel apart from the likes of Levi’s, Lee, and Wrangler. Over the next few decades, Diesel became synonymous with trendy, rock-and-roll-inspired styles, including low-rise and distressed jeans, as well as advertising campaigns that would often challenge societal norms. While the brand gained much praise for its provocative advertising campaigns, they would also draw criticism. No matter what, Diesel never failed to capture the people’s attention.
Under the leadership of Glenn Martens, Diesel is undergoing another rebranding journey, positioning itself in the alternative luxury segment. Ahead are some of the pieces that reflect the brand's evolution while retaining its core values of passion, individuality, and self-expression.
Diesel’s Must-Have Pieces
Diesel 1DR Bag
A result of Glenn Martens' rebranding journey, the 1DR bag features the iconic “D” motif front and center. Reminiscent of the '90s grunge style, the 1DR bag instantly became a hit amongst fashion cool girls and single-handedly catapulted Diesel into the mainstream once again.
1DR Shoulder Bag, P33,800, DIESEL, diesel.com
Diesel 1DR Belt
Love it or hate it, we are living in a logomania world. While quiet luxury might have you believe otherwise, a brand’s logo can instantly elevate an outfit. And when wearing a Diesel belt, it clearly signals one thing: "I’m cool!"
B-1DR Leather Belt, P9950, DIESEL, diesel.com
Diesel B-Berny Belt Skirt
The Diesel B-Berny belt skirt, while not the most practical clothing option, has definitely won the hearts of many for its kitschy design. The tiniest of the mini skirts, it has surely become an unforgettable hit in the fashion world and a must-have for daring fashionistas.
B-Berny Belt Skirt, P63,200, DIESEL, diesel.com
Diesel Denim Jeans
Of course, this list wouldn’t be complete without mentioning their denim jeans, and we couldn't just pick one! Denim jeans are the very core of the Diesel brand, with everything from straight-cut jeans to bell bottoms and from classic indigos to acid washes. Take your pick and you certainly won’t be disappointed.
Straight Jeans 1996 D-Sire Ohlaa, P25,900, DIESEL, diesel.com
Diesel Logo Tops
Wearing Diesel has become synonymous with the cool gal/guy club, and their cut-out logo tops are exactly what you need in your closet to signal an edgy and grunge vibe.
T-Angie Cotton T-Shirt with Cut-Out D-Logo, P7550, DIESEL, diesel.com
Here's How Local Celebrities Are Wearing Diesel
1. Kylie Verzosa
Elevating a basic 'fit is easy when you've got the 1DR shoulder bag, and this laidback OOTD by Kylie Verzosa is proof. Wearing matching silver accessories will make the ensemble more cohesive.
2. Mimiyuuuh
Among many notable designer pieces like the Celine cap, Bottega Veneta bag, Dion Lee top, and Maison Margiela Tabi boots, Mimiyuuuh's Diesel "D" buckle belt still stands out!
3. Bretman Rock
Diesel is many a fashionista's choice for festival wear. Bretman Rock, for example, went full Diesel to Coachella with a coordinating "faux" denim print top and bottom and a denim 1DR bag.
4. AC Bonifacio
Styled by Ica Villanueva, AC Bonifacio stunned with her Diesel logo cut-out top paired with baggy bleached denim jeans and combat boots. This whole outfit just screamed Gen Z pop royalty.
5. Kyline Alcantara
Kyline Alcantara sports the 1DR bag, wearing it with a matching ribbed knit top and maxi skirt.
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