Dior Homme Fragrance History

Rock Fuel

For successful living  
- Renzo Rosso (Diesel)

Last friday night Patron tequila invited me to the launch of the new Diesel store on Flinders Lane. I know that some of you may think that Diesel's a little bit too edgy for your tastes,  but I really believe that it's always good to keep your options open, otherwise you just may miss out on something great!

The fit-out of the store is modern industrial - It's not an overly large space, which I believe makes the shopping experience a little more personal. 

Over the course of the launch party I had the opportunity to catch up with Sanjay Jain, the managing director of Diesel Australia. Sanjay has been following A Poor Man's Millions on Facebook for quite some time and as a result, was happy to give me the lowdown on the store. 

As some of you may know, Diesel was created in 1978 by Renzo Rosso, who's main goal was to innovate denim and become the best in the business by doing so. 
During the oil crisis of the late 70s,  diesel was being used a lot as an alternative fuel and Renzo figured that the name was the perfect fit for his 'alternative' brand of denim. 

Sanjay told me that Diesel are bringing the focus back to their classic roots in their next few collections,  with lots of denim and leather jackets (with a classic rock and roll twist) and all made in Italy. I personally think it's a great move, bringing back classic elements to modernise the brand.