Rosso was born in the village of Brugine in the Northeastern Italian region of Veneto. His parents were farmers and he grew up under simple conditions, regularly helping his father after school. Having seen the laborious life required for a farmer, Rosso aspired to do something different from his parents and in 1970 began studying industrial Textile Manufacturing at the Marconi Technical Institute, a newly established fashion school in Padua. There, he produced, at the age of 15, his first self-designed garment, a pair of low-waist bell-bottomed jeans using his mother's Singer sewing machine. He kept experimenting with different jeans models and would give each pair to friends or sell them at school for about 3500 lire (equivalent of 1,80 Euro in 2011). In 1973 he began studying Economics at the University of Venice, where in addition to helping his father on the farm, he also financed his studies by working as a mechanic and as a carpenter.
Vintage Wallpaper Borders
Vintage Wallpaper Border
Rosso dropped out of the University of Venice in 1975 and began to work as a Production Manager at Moltex, a local clothing manufacturer that produced trousers for various Italian clothing labels. Moltex' parent company, the Genius Group, was run by Adriano Goldschmied who would eventually become Rosso's mentor and future business partner. During Rosso's first two years at Moltex the company grew rapidly. In 1978, after Rosso had managed to increase the company's production beyond what Goldschmied actually considered possible, Rosso wanted to leave the company in order to start a new business on his own. However, Goldschmied convinced Rosso to stay by offering him a 40% stake in Moltex and by agreeing to form a new company together, thus forming Diesel. Following the new partnership, Rosso also became shareholder of the Genius Group, which gathered brands such as Replay, King Jeans and Vivai, among others.
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The brand name Diesel was chosen because 'diesel' was considered to be the 'alternative fuel' in the current oil crisis, and Rosso and Goldschmied liked the idea of their brand being perceived as an alternative jeans brand in contrast to the prevalent casual wear brands. Furthermore, since the word was an international term pronounced equally all over the world, it appealed to Rosso's view and that the global fashion market was not segmented by national borders, but by people's lifestyle. In 2004, after having followed those core values for nearly 20 years, CNN accredited Diesel for not being "the first brand to believe truly in the global village and to embrace it with open arms."
Vintage Wallpaper Border
In 1985 Rosso wanted to achieve creative freedom over the brand's direction and took complete control of the company, by trading his shares in the Genius Group, at the time Diesel's parent company, for Goldschmied's remaining shares in Diesel. Following the launch of Diesel Kids the year prior, at the time called Dieselito, sales of the Diesel-branded clothing had by that point reached about $5 million annually. Wanting to focus on denim, Rosso began experimenting with different ways of treating the fabric with stones and washes. Then, after handpicking team of likeminded designers in the late 1980's, the company began a period of remarkable growth and expansion.
Vintage Wallpaper Border
Vintage Wallpaper Border Chair
During the first of the 1990's Rosso brilliantly pioneered Diesel into the fashion world and set the grounds for its establishment in global markets. In 1991 the company launched its first international marketing effort with the highly successful 'guides for successful living' campaign series. In 1992 the campaign, which was Diesel's first advertising campaign ever, won a Grand Prix at the Cannes Lions International Festival of Creativity, the world's leading awards in advertising. Later on that same year Diesel launched the campaign on TV and would eventually become part of the company's global communication work for a decade to come, bringing in multiple advertising awards across the world.
Monogrammed Vintage Wallpaper
Monogrammed Vintage Wallpaper
Vintage Wallpaper Border
In late 1992 Rosso purchased a farm close to the Diesel headquarters in Molvena, province of Veneto, where he began producing wine and olive oil under the name Diesel Farm. Initially the purchase was meant as a gift to his father, who until then had questioned his choice of career, but then for the first time understood that his son had in fact become a successful business entrepreneur. At the time of the purchase the farm and its land was at risk of getting divided in to separate lots for multiple buyers, but Rosso was able to prevent this by taking charge of the whole estate. Today the land and the old farm buildings are considered a nature reserve by the Province of Veneto.
vintage wallpaper border red
vintage wallpaper border
In 1994 Rosso created a new sports line and sub-brand, called 55DSL, which was inspired by the passion for snowboarding he shared with his sons. The first collection was titled 'FW94, Subzero Winter' and consisted of 55 pieces. That same year, 55DSL became one of the first clothing lines to endorse snowboard competitions around the world, starting with competitions in Riksgransen, Sweden. The competitions featured several now legendary snowboards pioneers like Todd Richards and Peter Line. In the following years 55DSL progressively became an independent brand and in 1999 moved from Diesel's headquarters in Molvena, Italy, to Balerna, Switzerland. There it remained until 2005 when its headquarters re-located back in Italy. Since the mid-2000's it has been spearheaded by its Creative Director and Rosso's eldest son, Andrea Rosso, who, after learning to sew at the age of 13 and starting to work as a quality controller in the Diesel factories at the age of 16, went on to New York City where he completed his graduate studies at the Fashion Institute of Technology. Since then 55DSL has established itself as a globally recognized urban and street brand that is well known for its vast variety of collaborations. This includes collaborations with independent artists like Eric Haze, Alex Fakso, and Turbokrafen; action sports legends Joel Tudor, Tony Hawk, Steve Berra and Lukas Hoffman; musicians Steve Aoki and Bloody Beetroots; art foundations Poo on Art and Two Steps Back, and global brands like Adidas, Coca-Cola Zero, MTV, EA Sports, Yoox, Manhattan Portage and Panini.
vintage wallpaper border
Damask wallpaper with a key
Victorian Wallpaper Borders
Vintage Wallpaper Border
Vintage Sports Wallpaper
Vintage Wallpaper Borders
Vintage Wallpaper Border
Rosso dropped out of the University of Venice in 1975 and began to work as a Production Manager at Moltex, a local clothing manufacturer that produced trousers for various Italian clothing labels. Moltex' parent company, the Genius Group, was run by Adriano Goldschmied who would eventually become Rosso's mentor and future business partner. During Rosso's first two years at Moltex the company grew rapidly. In 1978, after Rosso had managed to increase the company's production beyond what Goldschmied actually considered possible, Rosso wanted to leave the company in order to start a new business on his own. However, Goldschmied convinced Rosso to stay by offering him a 40% stake in Moltex and by agreeing to form a new company together, thus forming Diesel. Following the new partnership, Rosso also became shareholder of the Genius Group, which gathered brands such as Replay, King Jeans and Vivai, among others.
Wallpaper borders
The brand name Diesel was chosen because 'diesel' was considered to be the 'alternative fuel' in the current oil crisis, and Rosso and Goldschmied liked the idea of their brand being perceived as an alternative jeans brand in contrast to the prevalent casual wear brands. Furthermore, since the word was an international term pronounced equally all over the world, it appealed to Rosso's view and that the global fashion market was not segmented by national borders, but by people's lifestyle. In 2004, after having followed those core values for nearly 20 years, CNN accredited Diesel for not being "the first brand to believe truly in the global village and to embrace it with open arms."
Vintage Wallpaper Border
In 1985 Rosso wanted to achieve creative freedom over the brand's direction and took complete control of the company, by trading his shares in the Genius Group, at the time Diesel's parent company, for Goldschmied's remaining shares in Diesel. Following the launch of Diesel Kids the year prior, at the time called Dieselito, sales of the Diesel-branded clothing had by that point reached about $5 million annually. Wanting to focus on denim, Rosso began experimenting with different ways of treating the fabric with stones and washes. Then, after handpicking team of likeminded designers in the late 1980's, the company began a period of remarkable growth and expansion.
Vintage Wallpaper Border
Vintage Wallpaper Border Chair
During the first of the 1990's Rosso brilliantly pioneered Diesel into the fashion world and set the grounds for its establishment in global markets. In 1991 the company launched its first international marketing effort with the highly successful 'guides for successful living' campaign series. In 1992 the campaign, which was Diesel's first advertising campaign ever, won a Grand Prix at the Cannes Lions International Festival of Creativity, the world's leading awards in advertising. Later on that same year Diesel launched the campaign on TV and would eventually become part of the company's global communication work for a decade to come, bringing in multiple advertising awards across the world.
Monogrammed Vintage Wallpaper
Monogrammed Vintage Wallpaper
Vintage Wallpaper Border
In late 1992 Rosso purchased a farm close to the Diesel headquarters in Molvena, province of Veneto, where he began producing wine and olive oil under the name Diesel Farm. Initially the purchase was meant as a gift to his father, who until then had questioned his choice of career, but then for the first time understood that his son had in fact become a successful business entrepreneur. At the time of the purchase the farm and its land was at risk of getting divided in to separate lots for multiple buyers, but Rosso was able to prevent this by taking charge of the whole estate. Today the land and the old farm buildings are considered a nature reserve by the Province of Veneto.
vintage wallpaper border red
vintage wallpaper border
In 1994 Rosso created a new sports line and sub-brand, called 55DSL, which was inspired by the passion for snowboarding he shared with his sons. The first collection was titled 'FW94, Subzero Winter' and consisted of 55 pieces. That same year, 55DSL became one of the first clothing lines to endorse snowboard competitions around the world, starting with competitions in Riksgransen, Sweden. The competitions featured several now legendary snowboards pioneers like Todd Richards and Peter Line. In the following years 55DSL progressively became an independent brand and in 1999 moved from Diesel's headquarters in Molvena, Italy, to Balerna, Switzerland. There it remained until 2005 when its headquarters re-located back in Italy. Since the mid-2000's it has been spearheaded by its Creative Director and Rosso's eldest son, Andrea Rosso, who, after learning to sew at the age of 13 and starting to work as a quality controller in the Diesel factories at the age of 16, went on to New York City where he completed his graduate studies at the Fashion Institute of Technology. Since then 55DSL has established itself as a globally recognized urban and street brand that is well known for its vast variety of collaborations. This includes collaborations with independent artists like Eric Haze, Alex Fakso, and Turbokrafen; action sports legends Joel Tudor, Tony Hawk, Steve Berra and Lukas Hoffman; musicians Steve Aoki and Bloody Beetroots; art foundations Poo on Art and Two Steps Back, and global brands like Adidas, Coca-Cola Zero, MTV, EA Sports, Yoox, Manhattan Portage and Panini.
vintage wallpaper border
Damask wallpaper with a key
Victorian Wallpaper Borders
Vintage Wallpaper Border
Vintage Sports Wallpaper
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