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Diesel was founded in Bassano del Grappa, Veneto, Italy in 1978 by Renzo Rosso, who began making jeans in a workshop and grew the brand into a global lifestyle empire built on irreverent, anti-establishment messaging. 'Successful Living' became the brand's philosophy — a provocative statement that treated the aspiration for prosperity and fun as genuinely worth celebrating. The fragrance programme, producing iconic bottles and accessible compositions since the late 1990s, captures the same provocative spirit. Only The Brave (2009) — housed in a fist-shaped bottle — became the brand's most commercially successful and culturally recognised fragrance.
Every Diesel fragrance at The Scent Stories® is 100% authentic, factory-sealed and brand-packaged.
Diesel — Common Questions
When was Diesel founded?
Diesel was founded in Bassano del Grappa, Italy in 1978 by Renzo Rosso, growing from a denim workshop into a global lifestyle brand. The 'Successful Living' philosophy — treating aspiration as worth celebrating — informed both fashion and fragrance. Only The Brave (2009) in its fist-shaped bottle became the brand's most iconic fragrance.
What is Diesel Only The Brave?
Only The Brave (2009) is Diesel's most celebrated fragrance — a citrus-vetiver-leather masculine in the instantly recognisable fist-shaped bottle. The composition achieves a confident masculine freshness that perfectly mirrors the brand's anti-establishment energy.
Can I try Diesel fragrances as samples?
Yes — The Scent Stories® stocks authentic Diesel samples. All are factory-sealed and brand-packaged, shipped worldwide.