The Diesel team has incredible passion. We work for ourselves and design for ourselves. When I see a new watch in our collection, I go crazy. I want one of everything.

The quote by Renzo Rosso, the founder of Diesel, expresses his deep passion for the work his team does and the products they create. Rosso emphasizes that the Diesel team is driven by a sense of personal investment in their designs, saying that they work and design for themselves. This suggests that the company values authenticity and a genuine connection to the products, with each design reflecting the team’s own tastes and desires.

Rosso’s excitement about seeing a new product in the Diesel collection, particularly a watch, shows the level of enthusiasm and pride the team has in their work. His reaction—“I go crazy”—demonstrates a deep emotional connection to the designs, indicating that he’s not just the founder of a brand, but also someone who genuinely appreciates the products his team creates. His desire to own one of each item reflects how personally invested he is in the brand and the products it produces.

The statement also highlights the creativity and innovation behind Diesel’s designs. By stating that they design for themselves, Rosso implies that the company does not follow trends or external expectations but instead creates products that they truly love and believe in. This mindset likely contributes to Diesel’s distinctive style, which has resonated with consumers seeking bold, unique, and high-quality fashion.

Ultimately, Rosso’s quote reveals the underlying philosophy of Diesel as a brand: it is built on passion, authenticity, and personal connection. The team's investment in their designs, paired with their excitement about creating new products, helps to foster a culture of creativity and innovation, ensuring that each collection reflects the values and vision of the people behind the brand.