Diesel
Renzo Rosso's irreverent Italian denim brand. The 'Mohawk' head, 'Diesel Industry' and 'Since 1978' wording, and leather patches date its pieces.
- Origin
- Italy
- Founded
- 1978
- Category
- Denim
- Documented eras
- 4
How Diesel labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1980–1989
'Diesel Industry' Patches
Leather or woven patches reading 'Diesel Industry', commonly with 'Since 1978' and 'United Garment'.
- 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.
How to spot it
A leather/woven 'Diesel Industry' patch with 'Since 1978'.
Value signal
Strong; genuine 80s Diesel is a collector era.
1990–1999
Mixed Patches & Woven Tags
Patches and woven tags both used, 'Diesel' prominent, with 'Diesel Leather', 'Qualified Outerwear' and 'Guaranteed' wording in bold red, white and black.
- 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.
How to spot it
Bold red/white/black tags, 'Guaranteed' or 'Qualified' text.
Value signal
Solid 90s vintage; value tracks the garment.
2000–2009
'Guaranteed' & Mohawk Tags
Leather patches and woven tags continued with 'Guaranteed' and the Mohawk head; synthetic labels with the simplified logo also appeared.
- 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.
How to spot it
The Mohawk head and 'Guaranteed' wording, standardised sizing.
Value signal
Common; modest resale.
2010–2019
Minimalist Synthetic Tags
More minimalist synthetic tags, the rectangular red logo increasingly prominent, the Mohawk head used less.
- 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.
How to spot it
Synthetic tags with the rectangular red logo.
Value signal
Modern; priced on the piece.