Diesel Sunglasses uses these same foundations to create statement frames with with a rock ‘n’ roll spirit. Diesel was created in 1978 by Renzo Rosso with the intention of creating the world’s most innovated denim. During this time, fashion was more casual and purpose-built, in response to this and as a distraction to the oil crisis of the time, Renzo wanted to create a form of escapism through fashion. He liked the idea of his brand to be known as an alternative jeans brand, and in a tongue-in-cheek contrast to this named his brand “diesel” along with the slogan “For Successful Living”. Since then, this attitude has been ingrained into the design and marketing of Diesel, focusing on strong, ironic and playful motifs and messages.