Renzo Rosso reveals how the name 'Diesel' was chosen for his brand

Renzo Rosso stood on the 38th f loor of a Mumbai hotel, silhouetted against the harsh afternoon light outside a glass window. The billionaire denim tycoon then spoke about how the name 'Diesel' was chosen for his jeans. It was 1978 when the brand was established. An oil crisis was on. Diesel was seen as an alternative fuel. In broken English, Rosso said that at the time, there were not many copyright hassles. That isn't the case anymore. You can't just go ahead and take on a name. Even if you are a jeans maverick.