Growing up as a Rosso meant early exposure to the inner workings of the denim industry for Stefano Rosso, son of Diesel founder Renzo Rosso and heir to the Italian denim brand’s empire.

Diesel has been known for its alternative luxury vibe and innovative denim since its birth in 1978, and so many consumers still seek it out for something that is genuinely cool to add to their denim wardrobe. Over the years, Diesel has evolved into a leader in premium casual wear, and Stefano plans to strengthen the company’s market presence and that leadership position even further.

Stefano, now CEO of Diesel’s North America business, started out at Diesel doing marketing and manufacturing, then switched to stints at some of Diesel parent company OTB’s other brands, which include Maison Margiela, Marni and Viktor&Rolf. With his focus squarely back on the denim brand since he took over the CEO role this summer, Stefano has a vision to see through for denim and Diesel.

Carved in Blue spent some time with Stefano, exploring what it was like to look into the denim industry from such a young age, finding out what his father’s lessons have taught him and getting a glimpse of what’s likely ahead for denim.

Read more at Carved in Blue.


This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL® and Lenzing Modal® to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit www.carvedinblue.lenzing-fibers.com.

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