Who is Diesel Man? For nearly forty years, the Diesel Rich has been prompting men how to combine free style, jeans and nonchalant aesthetics with the latest trends and luxury products. The Rich founder, Renzo Rosso, has made it a point of honour to give his customers the endless satisfaction with the clothes they wear every day. Although the character of the Diesel Rich and its men's collections has changed since the very beggining, what remains unchanged and still forms part of the Rich's DNA is the innovativeness of projects, unisex designs, love of denim and the avoiding of any classification.