Founded during the oil crisis of 1978 Diesel represented, not only in name, a different energy source. The first denim brand ever to offer worn out and even destroyed denim. The founder Renzo Rosso literally started the company by going from store to store in his van selling worn out denim at double the price of a brand new pair. Now that sounds stupid- but it made Diesel a successful living.
This stupidity has gone on ever since, making Diesel one of the biggest denim brands in the world. Very few brands have the luxury of being recognized from a distance, and with Diesel you can always tell.
Diesel comes from Bassano Del Grappa, an hour or so from Venezia in Italy. Actually Norway and Carlings was one of the first places outside Italy where could buy Diesel at all. This little known and a true testament to the loyal relationship the two denim players have. Diesel loves Carlings, and Carlings love Diesel. Dorza Diesel!
(Available at Carlings in Sweden, Norway, Denmark and Finland. Offers may vary from store to store)
Mid Washed Denim
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