Even though Diesel was founded in 1978 by Renzo Rosso, the brand didn’t become internationally recognized until 13 years later, in 1991. It was in the nineties that Diesel began an aggressive marketing campaign to introduce the brand to the world. The first Diesel flagship store opened in New York City in 1996, just as the denim line experienced a surge in popularity in the United States. Over the past decade, the extremely successful denim line expanded to include accessories, a home line, perfume and a children’s line. Diesel currently has 300 stores worldwide in over 80 countries, with its headquarters in Molvena, located in Northern Italy.

The company also sponsors several events and programs for their talented and creative target audience, such as contributing to the Sundance Film Festival and exhibiting new designers and photographers. Diesel also focuses on music, offering a music social network through their website called Diesel:U:Music. Musicians can upload and share music with other musicians, and enter contests to win their own headlining world tour sponsored by Diesel.

Whether you are choosing a Diesel watch as simply a stylish timepiece or as a conversation starter, Diesel offers a well-made product that will demonstrate the wearer’s jet-setting sense of Style and unique personality.

Diesel’s accessory line is quite popular, especially their watches, which are available for men, women and also includes several unisex styles. Like Diesel apparel, Diesel watches incorporate Fashion and culture trends in their design, and also showcase the latest technology. Classic styles incorporate more of a sleek look with wide watchbands that are available in Italian leather, oversize numbers and a chic stainless steel case. For a more avant garde design, Diesel’s Black Label offers watches that feature the watch faces in an unusual place, the sides, leaving a smooth black surface in the place of the traditional watch face. Another Black Label design displays three different time zones with a triple-hinged watch band. The watches also boast a 2-year warranty.

They call it a New York minute for a reason- NYC residents are known to pack every second with with activity- from work to play to exercise. So When PSFK was given 10 quick minutes with diesel founder and owner Renzo Rosso at Diesel’s headquarters yesterday, we knew we had to get our most pressing questions in. Rosso, who is in town to be honored by stars and fellow designers alike for the 26th Annual Night of Stars Corporate Leadership award for building a 30-year old brand.

According to the press release:

The Night of Stars is one of the biggest galas in the Fashion community put on by The Fashion Group International. They honor the biggest names in fashion, everyone from Dontatella Versace to Yohji Yamamoto. Also honored are architects, people in the beauty business and designers. This year’s theme is The Storytellers and other honorees include
Frida Giannini from gucci, Michael Kors, Kenneth Cole and Oscar de la Renta.

PSFK: As a blog, we’re always interested in what companies are doing with their internet identities. How is Diesel planning on “going digital”?

RR: We definitely want to do more with our website. We really like blogs, websites- they’re more real. Not just to us but to the consumer- online the consumer realizes whether you’re real or fake. You can’t buy blogs, and tell them what to write about you. What they write is how they really feel. And I’m really happy about this- happy to be able to interact directly with our fans, our customers. For all of my life brands have just been buying press, buying good reviews- and now it’s up to the people whether they like your product. And you get to hear directly from them what they like about. It’s also giving new opportunities to smaller brands with less money, who otherwise might not be able to afford more press. Now you can send images directly to blogs and share your designs with the world, like he small details on jeans, or pockets. People all over can see the patience designers put into detail. It makes you a more beloved brand.

PSFK: It seems that you really believe in the Internet, what are your favorite websites to browse at work for inspiration?

RR: Facebook. It’s a great way to communicate, stay in touch- with friends, with fans. Also Twitter- we are on twitter.  But also Google, because whatever you are looking for you can just look for a few images or words, and everything is presented to you! But most of all I like Facebook.

PSFK: What in your daily life would you say most inspires you?

RR: I love nature. It’s a big influence for me- it can give you such energy, an energy for living. But I get my inspiration from all kinds of things. From looking at magazines , websites, store windows, videos, an interesting person on the street. The people I meet are an inspiration too, I meet so many people all the time- wonderful people. I like to observe people, really understand them, find way to attain their (unique) Style. Noticing how people style themselves is a big influence to me- and I always have a curiosity to have more information and to better understand people, it helps me understand my business!

PSFK: What person- Died or alive, real or imaginary- would you like to dress..to inspire you?

RR: Hm..Diabolik perhaps? The Cartoon with Eva Kant.

Though many, including his assistants, aren’t familiar with the dashing Diabolik and his stunning girlfriend Eva Kant, I had always imagined the Diesel Heroine as Poison Ivy- sexy, bold, dramatic, and a little bit deadly.

Thanks Renzo!

Created for both guys and girls, the full collection not only includes denim but shirts, underwear and sneakers, each with hidden details and contrast stitching when lit.

Looking back to the club scene of the late ’80s and early ’90s, diesel’s new Flash for Fun collection uses a bright mix of specially coated denim designed to dazzle under black lights. The party pants look completely normal during daylight hours, making the transition to late nights a cinch.