Diesel

What Diesel does

Diesel is an Italian luxury fashion brand founded in 1978 by Renzo Rosso, headquartered in Breganze, Italy, and wholly owned by OTB Group (Only The Brave Group). The company is a pioneer in premium denim with proprietary technologies such as JoggJeans (a hybrid denim-sweatshirt fabric), and operates a deep archive of signature jean fits including the 1985 Larkee, 2007 Zatiny, 1978 D-Akemi, and 2019 D-Strukt. Its product portfolio spans ready-to-wear apparel, footwear, bags (D-Line, 1DR, Grab-D), accessories, watches, jewellery, underwear, fragrances, and home goods (Diesel Living), and has expanded into new categories including travel/luggage (via Canton Unicorn Group, €65–€1,095) and tech accessories such as wired earbuds and Casetify collaborations. Diesel is a $1 billion fashion business per L'Oréal's fragrance president, and grew 7.4% in FY2024 in stores and online even as parent OTB Group's overall turnover declined 4.9% to €1.7 billion.

The company generates revenue through a hybrid business model combining direct-to-consumer sales (60+ country-specific e-commerce sites and owned physical retail stores), licensing royalties (fragrances with L'Oréal Group, home goods via Diesel Living partnerships with Iris Ceramica and others), and collaborative product launches (Karol G, Melissa, Casetify, Tinder). Pricing varies by category and geography, with D-Line bags priced around MAD 4,500–5,650, Only Desire fragrance at €75 for 30ml, and luggage spanning €65–€1,095. Customer segments are horizontally diversified across Men's and Women's fashion (primary), Gen Z women (targeted via Only Desire), and tech-conscious consumers (wearables and tech accessories).

Diesel's technology stack centers on digital commerce with localized country storefronts, an AI-powered Virtual Try-On feature built on Google Cloud's Gemini Enterprise Agent Platform, and a virtual Hyper Room AR/immersive platform. The company maintains a workforce of 5,001–10,000 employees and operates in 60+ countries across Europe, North America, Latin America, Asia, Africa, and Oceania. Recent strategic emphasis under creative director Glenn Martens has been on category expansion (luggage, fragrance, tech), celebrity and cultural collaborations, sustainability leadership (Ellen MacArthur Foundation Award for Circular Economy, 2024; 81% renewable energy across OTB Group portfolio), and APAC market deepening (Shanghai APAC HQ, 20th China anniversary in 2024).

Name

Diesel

Legal name

Diesel SpA

Website

https://diesel.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Diesel is an Italian luxury fashion brand (founded 1978, owned by OTB Group) that designs, manufactures, and sells premium denim, ready-to-wear apparel, bags, footwear, fragrances, and lifestyle products through 60+ country-specific DTC channels and licensed partnerships worldwide, generating roughly $1 billion in annual revenue.

Ownership category

akta.pro rank

Product category

Luxury Fashion and Premium Denim Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Luggage and Leather Goods Retailers (458320), Luggage and Leather Goods Retailers (45832)

SIC

Retail-Family Clothing Stores (5651), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Leather & Leather Products (3100)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

akta.pro secondary industries

Denim & Casualwear Specialty Retail (CRAAABAN), Luxury Denim & Premium Casualwear (CRAAAFAK), Leather Travel Goods & Luggage (CRAKAEAC), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Premium denim apparel
• Luxury fashion brand
• Ready-to-wear clothing
• Designer fashion accessories
• Licensed fashion fragrances

Headquarters

HQ city

Breganze

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Apparel and Denim: Core business generating majority of revenue through men's and women's clothing including jeans, ready-to-wear, outerwear, and accessories. Multiple fit categories and price points across premium positioning.
2. Fragrances: Licensed fragrance business through L'Oréal Group partnership. Only Desire women's fragrance launched targeting Gen Z, priced at €75 for 30ml. First mass women's scent in 15 years. Ambition to reach double-digit growth and enter top 20 fragrance rankings.
3. Accessories and Bags: Bags (D-Line, 1DR iconic collection), footwear, watches, jewelry, belts, and tech accessories. Premium pricing with items like D-Line bags in MAD 4,500-5,650 range.
4. Travel and Luggage: First complete luggage collection launched under creative director Glenn Martens. Products developed with Canton Unicorn Group including hard suitcases, soft luggage, and backpacks priced from €65 to €1,095.
5. Home and Living (Diesel Living): Diesel Living partnerships covering furniture, lighting, kitchens, bathrooms, technical ceramics, and wood flooring through licensed collaborations with partners like Iris Ceramica.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

Diesel designs, manufactures, and sells premium denim jeans and ready-to-wear apparel, alongside accessories, bags, footwear, watches, jewellery, fragrances, and licensed home/living collections. Its signature denim fits (e.g., 1985 Larkee, 2007 Zatiny, 2019 D-Strukt) and proprietary JoggJeans stretch technology anchor the brand, while recent expansions cover luggage, tech accessories like wired earbuds, and the Only Desire women's fragrance licensed through L'Oréal Group.

Product overview

Diesel is an Italian luxury fashion brand owned by OTB Group, offering a comprehensive product portfolio centered on denim (its heritage category with signature fits like Larkee, Zatiny, and D-Strukt), ready-to-wear apparel, footwear, accessories, bags (including iconic D-Line and 1DR collections), underwear, watches, jewellery, and fragrances. The brand has recently expanded into new categories including travel/luggage accessories (launched 2026) and tech accessories like wired earbuds. Diesel also offers a home/living collection through partnerships covering furniture, lighting, ceramics, and flooring. The brand maintains active collaboration programs including partnerships with Melissa (footwear), Casetify (tech accessories), and Tinder (Pride collections), as well as ongoing collaborations with celebrities like Karol G. Sustainability is a key pillar, with initiatives including Diesel Rehab Denim (circular economy), responsible denim lines, and recognition from the Ellen MacArthur Foundation. The brand operates globally with e-commerce presence across numerous markets.

Differentiator

Problem solved

Functional benefit

Brands

• Diesel Living: Home and living collection including furniture, lighting, kitchen, bathroom, technical ceramics, and wood flooring through licensed partnerships.

Products and services

• Diesel Denim (Core Product) Diesel's heritage product category featuring jeans in fits including Bootcut, Regular, Slim, Relaxed, Skinny, Flare, Barrel, and Shorts for men and women, with signature fits such as 1985 Larkee, 2007 Zatiny, 2019 D-Strukt, 1993 D-Vyl, 1978 D-Akemi, 1971 D-Sent, and 1996 D-Sire.
• JoggJeans Diesel's signature hybrid denim-sweatshirt fabric technology combining the look of denim with the comfort of sweatshirt material.
• Diesel Ready-To-Wear Apparel collection including T-shirts, shirts, sweaters, knitwear, outerwear, jackets, trousers, dresses, skirts, and seasonal edits for men and women.
• Diesel Bags (D-Line, 1DR, Grab-D) Women's bag collection including D-Line (hobo and shoulder bags in denim and leather, MAD 4,500–5,650), 1DR (iconic shoulder bag with D logo plaque), 1DR Dome, 1DR XS mini bags, and Grab-D, in styles spanning mini, hobo, shoulder, handbags, crossbody, shopping bags, and backpacks.
• Diesel Shoes and Footwear Footwear collection for men and women including sneakers, boots, slides, sandals, heels, flats, lace-ups, clogs, moccasins, and mules.
• Diesel Accessories Accessories including belts, eyewear, wallets, caps, gloves, scarves, charms, keychains, tech accessories, hair accessories, and jewellery for men and women.
• Diesel Underwear and Swimwear Intimate apparel including boxers, briefs, jockstraps, thongs, bras, bralettes, bodysuits, knickers, leggings, shorts, socks, swimwear, nightwear, and loungewear.
• Diesel Watches and Jewellery Timepieces including the Metamorph Watch and jewellery pieces such as silver jewellery and general jewels for men and women.
• Diesel Fragrances (Only Desire, D-Red) Fragrance collection including Only Desire (women's fragrance launched May 2026 in partnership with L'Oréal Group) and D-Red Fragrance, targeting Gen Z and aiming to reach top 20 fragrance rankings in France and UK.
• Diesel Luggage/Travel Accessories First complete luggage collection including hard suitcases, soft luggage, and backpacks priced from €65 to €1,095, available globally through physical and digital channels.
• Diesel Wired Earbuds (Model 60458) Fashion-forward wired earphones featuring a heavy metallic chain design inspired by early-2000s denim culture, using aluminum, zinc, metal alloys, and ABS materials with a standard 3.5mm jack.
• Diesel Living/Home Home and living collection through partnerships covering furniture, lighting, kitchens, bathrooms, technical ceramics, wood flooring, home accessories, lamps, and home linen.
• Only Desire Women's Fragrance Women's fragrance launched May 2026 in partnership with L'Oréal Group, featuring a distinctive orchid-shaped bottle priced at €75 for 30ml. Diesel's first mass women's scent in 15 years, targeting Gen Z women.
• Responsible / Diesel Rehab Denim Diesel's sustainable denim line integrating circular economy principles through initiatives including Diesel Rehab Denim (upcycling program), Diesel Second Hand, and responsible materials. Winner of the Ellen MacArthur Foundation Award for Circular Economy at the 2024 CNMI Sustainable Fashion Awards.

Quantifiable outcome

• 7.4% sales growth in stores and online in FY2024 despite parent company OTB Group reporting 4.9% decline
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• TinderminorGTM or Marketing Partner · 27 June 2026Diesel x Tinder Pride collection celebrating LGBTQ+ community during Pride Month 2026. Collaboration positioned as special project on Diesel's website, combining fashion with dating app platform for Pride messaging.
• CasetifyminorGTM or Marketing Partner · 27 June 2026Diesel x Casetify collaboration featuring phone cases and tech accessories. Casetify is known for customizable phone cases and tech lifestyle products. Collaboration brings Diesel's aesthetic to tech accessories category.
• Google CloudcoreTechnology or Integration · 10 May 2026OTB Group (parent company of Diesel) partnered with Google Cloud to deploy Virtual Try-On technology across portfolio brands including Diesel and Jil Sander. Technology built on Google Cloud's Gemini Enterprise Agent Platform enables customers to visualize garments on digital representations of their own bodies before purchasing. Rollout begins with Diesel and Jil Sander in US and Europe before expanding to full brand portfolio as part of OTB's three-year AI strategy.
• Iris CeramicaminorStrategic or Co-development Partner · 23 April 2026Collaboration between Diesel and Iris Ceramica featured at Milan Design Week 2026. Part of Diesel's lifestyle/living category partnerships covering technical ceramics and home furnishings.
• UltrahumanminorStrategic or Co-development Partner · 17 April 2026Smart wearables partnership between Ultrahuman and Diesel. Ultrahuman is a health-tech wearable company competing alongside global brands like Samsung, Oura, and EssilorLuxottica. Partnership brings fashion-integrated technology to Diesel's product ecosystem.
• Canton Unicorn GroupcoreOEM/ Whitelabel/ Licensing Partner · 4 February 2026Chinese manufacturer developing Diesel's first complete luggage collection including hard suitcases, soft luggage, and backpacks priced from €65 to €1,095. Collection launched globally through physical and digital channels under creative director Glenn Martens.
• MelissaminorStrategic or Co-development Partner · 12 January 2026Diesel x Melissa collaboration featuring online-exclusive capsule collection. Brazilian brand Melissa known for sculptural jelly sandals and creative collaborations.
• AfterpayminorChannel Partner/ Reseller/ Distributor · 9 December 2025Afterpay partnership allows Diesel customers to use flexible payment options online and in select retail locations. Partnership expanded for holiday shopping season providing increased payment flexibility.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Levi Strauss & Co. Global denim and casualwear leader. Direct competitor in men's and women's premium denim, with overlapping DTC, fit-based merchandising, and brand heritage dating to the 19th century. Closest large-scale peer to Diesel in denim category.
• Guess: American-Italian heritage denim and casualwear brand operating global DTC retail. Directly comparable to Diesel in product mix (jeans, RTW, accessories), pricing tier, and geographic footprint across 60+ markets.
• G-Star RAW: Premium Dutch denim specialist focused on raw, crafted denim with strong design identity. Closely comparable to Diesel's premium denim positioning, fit-driven merchandising, and emphasis on craftsmanship storytelling.
• True Religion: Premium American denim and casualwear brand with heritage status and DTC distribution. Comparable in pricing tier, super-premium denim positioning, and reliance on brand-led distribution.
• Replay: Italian denim and casualwear brand with comparable European heritage, premium positioning, fit-focused denim assortment, and global DTC retail. Closely aligned peer in product, geography, and price.
• Dsquared2: Italian luxury denim and fashion brand known for bold, provocative design. Operates at a higher luxury tier than Diesel but overlaps in denim-first identity, Italian heritage, runway-driven marketing, and category extensions into accessories and fragrance.
• Acne Studios: Swedish contemporary fashion house with denim as a foundational category alongside RTW, accessories, and footwear. Comparable to Diesel in premium positioning, design-led creative direction, denim-first brand identity, and global DTC retail footprint.

Broad incumbents

• Calvin Klein (PVH): Global lifestyle brand under PVH with jeans as a foundational category alongside apparel, underwear, and fragrance. Overlaps with Diesel in jeans, denim-led marketing, and Gen Z positioning, but operates at broader scale and mass-premium tier.
• Tommy Hilfiger (PVH): PVH-owned American heritage lifestyle brand with denim, casualwear, and global DTC. Comparable to Diesel in casualwear, classic-with-a-twist design philosophy, and multi-region distribution. Broader portfolio than Diesel but a direct casualwear competitor.

Emerging players

• Citizens of Humanity: Premium Los Angeles-based denim brand with strong DTC and brand-led pricing. Comparable to Diesel in premium denim tier, fit-driven assortment, and sustainability narrative (Citizens of Humanity's AG and GOLDE collections mirror Diesel's Rehab Denim positioning).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/diesel
• Facebookfacebook.com/diesel
• LinkedInlinkedin.com/company/163452

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Diesel