Diesel Founder Renzo Rosso Wants to Give Obama Some Jeans

From the get-go, one notices Diesel founder Renzo Rosso’s two R tattoos bedecking the knuckles on the ring finger and flip-‘em-off finger. In response to my comment (cool tats), Rosso answers, “They are my initials,” in the way he answers all questions: coolly and matter of fact. Other facts -- Diesel turns 30 old this year. Fact: Diesel has more jean variety than Baskin Robbins has ice cream flavors. Fact: Diesel stores always have loud music roaring, often spun by an in-house DJ. Personal fact: My first encounter with Diesel was courtesy of Vanessa, the Venezuelan exchange student in 9th grade, who blessed the halls of Asheville High (North Carolina) in the sickest pair of rocker jean shorts I’d ever seen.

It only seems right, then, for the founder of Diesel to be as beguiling a human as Vanessa’s shorts were back in 9th grade. With his fantastically blue eyes, unruly salt-and-pepper hair, and a gut instinct that has yet to fail him, Renzo Rosso has done for Diesel what most denim companies don’t dare to dream—he has remained relevant as a trendsetting brand for three decades, and Diesel is still the coolest.

How does the fashion business today compare to 30 years ago?
In the past, [fashion] was about one pair of jeans or one single item. Today, it is a whole lifestyle, a collection. Business today is much more difficult. Now you must be perfect in every single area of the company: logistics, finance, production, marketing. Every single area must be developed; otherwise it just doesn’t work.

How would you describe American style?
America is a little bit more conservative, in general. They need a little more time to change. Not so much the new generation, but the older generation has a little more resistance.

In light of the current economic crisis, what investment piece should everyone have?
A pair of jeans! A pair of jeans is a good investment because you can wear them anywhere, and they make you feel free. Jeans mean the weekend; jeans mean freedom, blue sky, and green gardens.

Do you remember your first pair of jeans?
Of course! The first pair of jeans that I bought ... I was 12 years old. It was a very good day for me. When I was younger, you had to wear the trousers from your older brothers, but those were my first new pair.

A lot of Diesel jeans look like they have been passed down from brother to brother, with the fading and distressed look. Does that have to do with it?
Maybe, yes. And now we are opening our first vintage store in Osaka and a second one in Milan, where we collect all of our vintage items from the 70s, 80s, and 90s and sell them.

What’s up with the new Black and Gold collection? Is Diesel moving in a more high-end direction?
No, with Diesel we stay just as we were when we were born—young and with fresh blood. My dream is for Black and Gold to address the new consumer who is approaching the luxury market with a more casual mentality. You cannot offer traditional luxury that is difficult to wear, like too classical or ... tight. New Luxury is more casual and easier to wear.

Music seems to play a big part in the Diesel experience. What music are you loving right now?
I love music. It is very important to see how artists work and develop. Fashion and music are deeply connected. Right now I am listening to Justin Timberlake, Pharrell, and Kanye West. Nonetheless, I was born with rock. I am a rock man.

If you had to go to jail immediately, and could only bring three things with you, what would you bring?
A pair of jeans, of course. Then I would bring my mobile. No wait, actually my Blackberry because with the Blackberry I can also have my mobile. After that, I’d bring my running shoes.

What kind of running shoes?
Saucony.

How often do you run?
Not every day. But two or three times per week. And my trainer comes to my home for yoga.

Do you consider yourself a businessman or an artist, primarily?
I am the combination of the two. I am very creative, but I have a real sense about how to do business. And because I am not the best at details, I have an incredible staff that keeps me organized.

If you were an animal, what would you be?
I would be a catoblepas or something.

A what? A caterpillar?
No. It’s like a lion, but different.

A cheetah?
But the black ones.

A panther?
Yes, panther.

What advice would you give someone starting out there careers?
If you believe in something, believe in it 100 percent. Find the path to what you believe in. And when you want to do something, be sure to do that something differently than what already exists.

What did you have for breakfast today?
Fruits, yogurt, and tea. Normally I have fruits, yogurt, and tea.

What is your favorite place on Earth and why?
New York City. When I was a kid, America saved Italy from the war, and my parents taught me that Americans are the best people, and America is the most fantastic country in the world. When I arrived here for my first time, 30 years ago, I was totally in love. Every time I come back here, on the way from the airport, I feel like I am back home.

Are you paying attention to this election?
Yes, I am paying attention. I like Obama because he is fresh, and thanks to the color of his skin will be a good contribution to the old world.

Would you give him a pair of jeans?
With pleasure.