RENZO ROSSO

In fashion, I think I make mistakes every day.

In New York, I wear dark denim most of the time.

Diesel is the only example of a casualwear or sportswear company that became a luxury brand.

When you have new jeans, you don't like the ones you just wore. It's crazy, but that's fashion.

The Diesel team has incredible passion. We work for ourselves and design for ourselves. When I see a new watch in our collection, I go crazy. I want one of everything.

Sometimes you don't have the time to prepare yourself for looking good in front of the mirror with what you're wearing. And then when you go to work or go out, you don't like it. I spend a lot of time preparing.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

Musicians of any era - whether it be The Beatles, the Rolling Stones, Rage Against the Machine, or, of course, Madonna - will inspire fashion. And we, in turn, will inspire them.

Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.

When I was 5 years old, we had nothing in the village. One day, in front of my house, some soldiers in a big Cadillac started to do a picnic. I looked at them like they were coming from the moon. I remember they gave me a box of rice pudding - that, for me, was the American Dream.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

Musicians of any era - whether it be The Beatles, the Rolling Stones, Rage Against the Machine, or, of course, Madonna - will inspire fashion. And we, in turn, will inspire them.

We're always trying to break the boundaries of what a 'denim brand' can be, and we want to be respected for it.

When you have new jeans, you don't like the ones you just wore. It's crazy, but that's fashion.

Diesel is the only example of a casualwear or sportswear company that became a luxury brand.

The real product at Diesel is satisfaction. My satisfaction at Diesel is being a pioneer.

The Diesel team has incredible passion. We work for ourselves and design for ourselves. When I see a new watch in our collection, I go crazy. I want one of everything.

When I was 5 years old, we had nothing in the village. One day, in front of my house, some soldiers in a big Cadillac started to do a picnic. I looked at them like they were coming from the moon. I remember they gave me a box of rice pudding - that, for me, was the American Dream.

In fashion, I think I make mistakes every day.

In order for fashion to progress, we have to always be willing to invest in someone or something new and embrace risks, regardless of the economy.

In New York, I wear dark denim most of the time.

I want to take time for myself, because all my life is ta-ta-ta-ta. So I don't want nothing special, just to breathe. I'd like to work maybe a half day and then take my bicycle and go by the riverside.

We assumed the customers were smart and that they'll buy what they like, not what the ads tell them to buy.

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.

Sometimes you don't have the time to prepare yourself for looking good in front of the mirror with what you're wearing. And then when you go to work or go out, you don't like it. I spend a lot of time preparing.

It's playing with the idea of what musicians wear when they play live, especially focusing on the evolution of what a musician wears when they first start their career, when they are young and wild, to how they dress when they become famous and more polished.

Different times call for different attitudes. But I love your generation because you are so creative and innovative in how you wear things, how you think, how you approach everything.

We are combining elements like tuxedos and workwear, for contrast; some looks also are based on 30s-era inspirations.

Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.

I am continually influenced by the feeling that music culture captured in the late 60s - for my generation, it was a time to rebel, against our parents, against everything.