Later in his early 20s, he worked as a designer in Moltex, a small textile company. He kept doing innovation that in 1978, Rosso founded a new company known as the Genius Group, together with his previous employer, the owner of Moltex, Adriano Goldschmied. This new company was in great success in delivering a number of trademarks, such as Martin Guy, Katherine Hamnett, Ten Big Boys, Goldie and of course, Diesel. Diesel was named after the 70’s oil crisis and was in a huge success to bring out the trademark as a well-known jeans brand.
Diesel Jeans first launched their collections of men’s wear in the 1979. The sales were magnificent that Diesel was able to export the products within 2 years time, in 1981. Diesel was able to introduce the custom jeans brand worldwide immediately. Continuing his innovation and sharp insight, Rosso launched the Diesel Kids in 1984. He dedicated this collection, especially for the kids market. This way, he was able to widen his market quite instantly that his business reached the number of 3,9 millions in 1985. It was an incredible achievement. Later in the years, Rosso decided to be a single owner of the Genius Group. He bought the company shares from Goldschmied and other shareholders. After owing his private company, Rosso has been focusing in the denim manufacturer under DieselJeans
The success of Diesel Jeans continued that the company spread its wing to American market by establishing a Diesel USA brand in 1991. It has been making excellent achievement ever since that Diesel USA is having up to 125 million turnovers annually. The company gives focus on the advertising campaigns recently. The team has been coming up with genius and innovative advertising theme to continue the Diesel Jeans success. For example, the company used a combination theme of politic and humor as its marketing strategy. No other company has ever thought about this. Several advertisements created by Diesel, such as “The End”,” No More Tears”, “Alpine Village” as well as “Jesus Lives”, were able to strike out the denim market. Since Diesel dares to be unique in its movements, it has been gaining more popularity over the years.
To widen the market, G Star has been co-operating with some other world- class designers and fashion brands. They started to work with the magnificent Karl Lagerfeld in 2002. Together with Karl, Diesel Jeans introduced the “Lagerfeld Gallery” fashion lines. Further to this, Diesel started to co-operate with “Dsquared 2” since 2003 to launch Diesel’s jewelers collections known as the “Jewellery Diesel&rdquo
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