When Diesel was founded in 1978, diesel fuel was a new energysource that symbolized opportunity. A slower, steadier burn meantyou could be in the race for the long haul. Fast forward four decadeslater, the context of diesel fuel has changed but its core meaning stillresonates.it's a fuel for life that has allowed Renzo Rosso to navigatean alternative path through the fashion world, a path paved in denim.