Diesel, famous for their range of fragrances is an Italian born company, founded in 1987 by Renzo Rosso. Rosso brought 40% of the clothing manufacturer ‘Moltext’ and shortly after changed the name to Diesel, and marketed jeans under this name. In 1985 Rosso bought out his business partner for the name Diesel and gained full control of the company. In 1991 Diesel started an international marketing campaign, resulting in the opening of a New York flagship store in 1996. By 1998 the brand had a new creative director which led the global success and the release of Diesel perfumes including Loverdose and Diesel aftershaves such as Fuel for life.