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Diesel is a global clothing and lifestyle brand, with a history stretching back over 30 years. The Diesel brand promises to entertain and to introduce customers to new, experimental experiences. Its founder sees his work as an art and not a science and the brand’s existence is built entirely around passion for what it does. Diesel has a remarkable mindset, which places sales and profit second to the intention of designing something special, “cool” and empowering. They are renowned for their denim, particularly their jeans, which offer comfort, style, and just the right degree of edginess desired by their young adult market. True to the brand’s motto, Diesel provides its customer with the clothing ‘For successful living’.