![]() ![]() Rolf Snoeren of Viktor & Rolf said "Rosso is unique, a businessman who is also creative and would not interfere with our aesthetic and quality-control. My dream, however, is to be a meeting point for the brands of new generations, who will be future leaders." "I have great respect for luxury, a sector that is doing very well, but it is too conservative. In an interview with the Italian daily newspaper Corriere della Sera in April 2011, Rosso stated that he never intended to follow their route, but that he instead wanted to build a conglomerate that is "democratic" and alternative. The growth of OTB led to media often comparing Rosso to French businessmen Bernard Arnault and François Pinault, the chairmen of the LVMH and Kering conglomerates respectively, who own several of the world's leading luxury brands. In 2000, Rosso made his first acquisition when he purchased Staff International. In the early 2000s, as Rosso began investing in other fashion designers and companies that he admired for their creativity, but which often lacked financial stability, he emerged as a major player in the world of fashion. ![]() ĭiesel opened large flagship stores in New York City, San Francisco, Rome, and London, and began to open other mono-brand stores for Diesel to augment its points of sale in the department and other multi-brand retail stores and launched its website, OTB Then, after choosing a team of like-minded designers in the late 1980s, the company began a period of growth and expansion. Wanting to focus on denim, Rosso began experimenting with different ways of treating the fabric with stones and washes. Following the launch of Diesel Kid the year prior, at the time called Dieselito, sales of the Diesel-branded clothing had by that point reached about $5 million annually. In 1985 Rosso took complete control of the company, by trading his shares in the Genius Group, at the time Diesel's parent company, for Goldschmied's remaining shares in Diesel. In 2004, CNN described Diesel as "the first brand to believe truly in the global village and to embrace it with open arms." In an article by The NY Times in August 2013, it was estimated that Diesel had sold more than 100,000,000 jeans since 1978. Furthermore, since the word was an international term pronounced equally all over the world, it appealed to Rosso's view that the global fashion market was not segmented by national borders, but by people's lifestyles. The brand name Diesel was chosen because 'diesel' was considered to be the 'alternative fuel' in the oil crisis, and Rosso and Goldschmied liked the idea of their brand being perceived as an alternative jeans brand in contrast to the prevalent casual wear brands. ![]() Following the new partnership, Rosso became a shareholder of the Genius Group, which gathered brands such as Replay, King Jeans, Viavai, and Goldie. However, Goldschmied convinced Rosso to stay by offering him a 40% stake in Moltex and by agreeing to form a new company together, thus forming Diesel. ![]() In 2007, Rosso had managed to increase the company's production, Rosso wanted to leave the company to start a new business on his own. Moltex's parent company, the Genius Group, was run by Adriano Goldschmied who would eventually become Rosso's mentor and future business partner. Rosso dropped out of the University of Venice in 1975 and began to work as Production Manager at Moltex, a local clothing manufacturer that produced trousers for various Italian clothing labels. In 1973, he began studying economics at Ca' Foscari University of Venice and, in addition to helping his father on the farm, financed his studies by working as a mechanic, carpenter, electrician, porter, and mason, amongst other jobs. He would give each pair to friends or sell them at school for about 3,500 lire. At the age of 15, he produced his first self-designed garment: a pair of low-waist, bell-bottomed jeans, using his mother's Singer sewing machine. In 1970, Rosso began studying textile manufacturing at Marconi Technical Institute in Padua, Veneto. Rosso was born in Brugine, a village in the North-Eastern Italian region of Veneto. 3.2 Red Circle and Red Circle Investments. ![]()
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