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Diesel was founded by Renzo Rosso in 1978 with a vision to create innovative denim products. The brand name was inspired by the oil crisis of the time, which made diesel a symbol of alternative energy. Renzo wanted his brand to differentiate itself from the mainstream casual wear market and reach a global audience. He chose the word "diesel" because it was easy to pronounce and understand in any language. The slogan "For a successful life" captures the essence of Diesel's brand identity. Through creative and provocative advertising campaigns, Diesel has established itself as a leader in fashion and communications. The brand has always challenged the status quo and gone its own way. Diesel has a strong global presence with more than 5,000 points of sale and over 400 monobrand stores, including 37 in the USA. Since its inception, the company has produced more than 2,000 different types of washed denim.