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Diesel is an Italian designer brand, who paved their way to success by becoming a front runner in the denim market. Today they have expanded from being a leading pioneer in denimwear, to an innovative lifestyle company who specialise in premium casual wear, as well as jewellery, accessories and fragrances.
Founder Renzo Ross created the brand in 1978 with the vision of standing for passion, individuality and self-expression; a philosophy which still stands today. The name was chosen on the basis that diesel was considered an alternative source of energy and therefore it would be the perfect way to represent the brand as 'alternative' fashion.
Diesel thrives on change and the brand produces a huge 3,000 new products every season, created through experimentation and creative freedom. Having started out as a menswear brand, Diesel have expanded to offer a womenswear line, as well as a quality Kids collection.
The Diesel Kid collection is highly influenced by urbann streetwear and is perfect for adding an edge to your child's wardrobe.