Diesel is an Italian clothing brand founded by Renzo Rosso in 1978. The company is best known for its denim collection, Rosso founded Diesel with the intention of creating a fashion house that is a leader and carve out its own niche in the industry. Diesel fragrances have always come number one foe many people. Diesel's first fragrance, a unisex scent known simply as Diesel, was launched in 1996, in partnership with Marbert. Diesel fragrances are aimed at the young adult, like their other products, and are noteworthy for their unusual packaging, which has resembled such unusual items as a fist (Only the Brave) and an industrial spray bottle (the Green series).