Born in 1955, Renzo Rosso co-founded Diesel in 1978 alongside Adriano Goldschmied, weaving it into the creative tapestry of the Genius Group. By the mid-80s, Rosso had gained full control of the brand, fueling its expansion into new markets and launching pivotal lines like Diesel Kids. The ’90s marked a fearless ascent, with the revolutionary “For Successful Living” campaign and the pioneering Diesel.com website—making Diesel the first fashion company with a digital presence. As flagship stores blossomed across New York, London, and Rome, the brand solidified its global footprint.

The new millennium brought a wave of innovation: acquisitions, fresh store concepts, and the launch of the sleek Diesel Black Gold collection. From Diesel Kids to Denim Galleries and even the bold step into home textiles, the journey reflects a legacy steeped in creativity, rebellious spirit, and fearless ambition.

And now, whether you’re here to decode the logos and tags that map out Diesel’s iconic past or simply bask in its rich history, let’s dive deep into this fascinating world where “Only the Brave” reign supreme. Buckle up—it’s going to be a wild ride!

Cannes Award Winning Diesel Advert from 1997

How to tell if Diesel is vintage from the logo

Diesel’s logo history mirrors the brand’s daring spirit and dynamic evolution over the decades. Founded in 1978 by Renzo Rosso and Adriano Goldschmied, the Italian fashion powerhouse distinguished itself with bold, iconic logos that have become hallmarks of casual chic. From the early “Mohawk” head symbol—a testament to Diesel’s free spirit and rebellious character—to the current minimalist design, the Diesel logo reflects the brand’s journey toward global recognition. Each iteration, from the highly stylized “D” icon to the bold Franklin Gothic Extra Condensed typeface, embodies the brand’s unwavering dedication to quality, design, and progress. Whether in classic monochrome or a striking red-and-white color scheme, Diesel’s logos communicate energy, passion, and a timeless sense of expertise that resonates across generations.

1978 to 2015 Diesel logo

• Included the “Mohawk” head symbol, representing a rebellious spirit.
• The “Mohawk” was often paired with “Diesel” written in uppercase.
• Sometimes accompanied by slogans like “Only the Brave” or “Diesel Industry.

2015 to 2020 Diesel logo

• The logo was simplified to just the stylized “D” and “DIESEL” text.
• Minimalist, clean design with bold fonts for easier recognition.
• Logo was typically black on white, though other color combinations were used.

2020 to now Diesel logo

• Rectangular red background behind the white stylized “D.”
• DIESEL” in bold, uppercase letters follows the stylized “D.
• Modern, sleek look focusing on clarity and boldness.

How to tell if Diesel is vintage from the tags

As the 21st century dawned, Diesel embarked on a transformative journey, embracing globalization by expanding its manufacturing footprint across Asia. This shift saw a significant portion of production moving to Hong Kong and China, aligning with the brand’s strategic vision of reaching new markets while maintaining its high standards of quality and craftsmanship. This evolution in manufacturing is mirrored in the tags of Diesel’s clothing, which not only reflect the brand’s storied heritage but also its adaptability to changing times. From the leather patches of the ’80s to the minimalist, synthetic labels of the 2010s, Diesel’s tags reveal a captivating story of growth, innovation, and unwavering dedication to “Only the Brave.” Dive in, and let’s decode these symbols that map out Diesel’s bold path through fashion history.

Need help with vintage tag identification? Submit a picture on our vintage tag identification page, and we’ll help you out!

1980s vintage Diesel tags

• Leather or woven patches featuring “Diesel Industry.
• “Since 1978” was a common element, symbolizing Diesel’s foundation year.
• Often included “United Garment,” referring to Diesel’s quality and craftsmanship.

1990s vintage Diesel tags

• Varied from leather patches to woven tags with “Diesel” prominently displayed.
• Incorporation of “Diesel Leather,” “Qualified Outerwear,” and “Guaranteed.
• Some tags had bold red, white, and black designs emphasizing brand logos.

2000s vintage Diesel tags

• Continued leather patches and woven tags, often with “Guaranteed” and “Mohawk” head.
• Synthetic labels were also introduced, with some designs featuring the new, simplified logo.
• Letter sizing was consistently used, and tags became more standardized.

2010s vintage Diesel tags

• More minimalist designs, often featuring synthetic tags.
• The rectangular red logo became increasingly prominent.
• The “Mohawk” head was less frequently used, reflecting Diesel’s move toward simplicity.

Use this detailed information to identify and date Diesel items based on their logos and tags. By focusing on these key details, you’ll be able to determine the approximate era of Diesel pieces accurately.