The Italian lifestyle and fashion label Diesel has long been known as a pioneer in jeans fashion for ignoring trends - or setting them. Founder Renzo Rosso had the vision of a brand that embodies passion, individuality and a personality of its own and Diesel has remained true to this philosophy to this day. Diesel's first perfume was launched in 2003 and was called Diesel Zero Plus. It was followed by the successful launch in 2007 with the fragrances Fuel for Life. The Only the brave, now one of the classics in the fragrance world, was launched in 2009 and has become an icon to this day. Wearing Diesel means belonging to a positive, epicurean community that celebrates irony and anti-conformism. More than a brand, a different lifestyle, a mix of sophistication, provocation and humour.