Diesel is a fashion phenomenon. Exuding the kind of knowing, eclectic 90s cool that everyone seeks, the Diesel label turns its back on style dictators and eschews slavish trend-following. The result is a global success story with outlets in over 80 countries. The clothes themselves, however, are only half the story. The Diesel ad campaigns have been massively influential, their ironic images, evoking a 1950s consumer paradise, reflecting the quirky, slightly retro nature of the clothing.