Who would have thought a denim company started in Bassano, a little Italian town north of Venice, more than 30 years ago could rule the roost when it comes to the world’s favourite blue garment? Diesel was one of the first few denim-centric companies to successfully peddle the concept of couture denim as cool worldwide. Apart from its extensive and innovative range, what helped seal its cachet among the global hip was the way it reached out to the urbane and the sophisticated with its brand of off-the-kilter, boat-rocking advertising campaigns: One memorable advertisement featured World War II sailors lip-locking passionately by the dock while another had real people modelling its products. The recent Be Stupid campaign is testament that Diesel’s take on fashion is fun, anti-establishment, even a little rebellious. Accessories and apparel are currently available in all its various lines, including the most prestigious Diesel Black Gold, 55DSL –55 refers to the year its founder Renzo Rosso was born – a line targeting skate and snowboarders, and DieselStyleLab, which offers more experimental designs and innovative fabrications.