On July 14, Diesel, a fashion industry legend and a pioneer in the world of denim and casual wear kicked off his line at the Mercedes Benz Fashion week at the Cabana Grande area. This line always remained both outside and ahead of trends. Afterwards, guest enjoyed a special cocktail reception sponsored by Sky Vodka and The Raleigh.

Despite Diesel’s extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978. He envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. It is on a continuing mission to challenge the status quo, experiment with new ideas, innovate and provoke. Diesel thrives on change: it produces no less than 3,000 new products each season and each one derives from a process of enormous creative freedom.

Diesel is a truly worldwide organization. From its Headquarters in Breganze, it directly manages around 20 subsidiaries across Europe, Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale, and more than 500 Diesel mono-brand stores. Diesel is part of the holding Only the Brave, which also incorporates 55DSL, Maison Martin Margiela, Viktor & Rolf, and Staff International.

Photographs by Betty Alvarez copyright 2011