The Diesel brand was founded in 1978 by Renzo Rosso but did not hit the big times until very recently. The brand is based in Italy, where the designer is from, but takes influence from other European countries and the U.S. as well. The brand produces a full line of ready to wear aimed at a young, hip market and includes a focus on rugged, unstructured items. Their bestselling jeans make up a large portion of the merchandise. Diesel also makes eyewear, shoes and watches and has a home collection on the market as well. Diesel products are sold at Diesel stores worldwide as well as though their web site and in upscale shops.