Since its conception in 1978, Diesel’s philosophy has been one of innovation, concentrating not on what they are told to believe is fashionable, but by their own tastes and ideas. Diesel has deserved a cult following of similarly innovative customers worldwide, able to celebrate their individuality in their dress. By branching away from dictators of style, Diesel’s products are full of vitality, wit, diversity and energy where the unexpected is norm. Their clothes exude the attitude of a casual lifestyle with an eye for style. The selection at Diesel is so varied and yet accessible that it is a firm favourite here at Diffusion.