Radical Rebel

Renzo Rosso sewed a pair of bell-bottoms for the first time at age fifteen on his mother s sewing machine. By twenty-three, he had set out on an entrepreneurial adventure, daring to found a denim brand in Italy that challenged the traditional brands of the time. Diesel would come to be known for the quality of its garments and the creativity of its design, while growing equally famous for its unconventional, irreverent, and award-winning advertising campaigns. Through Diesel, founder and mastermind Rosso influenced the style of an entire generation. Courage is Rosso s hallmark. In his work, he has an uncanny ability to sense trends and find the perfect creative collaborators to accompany his growth. In life, he raised seven children between the world and Bassano del Grappa, the town in Veneto that serves as both his home and headquarters. Fashion, activism, commitment to the fight against climate change, a passion for football, and more unfurl in the first official autobiography of the Italian fashion entrepreneur the sincere and unfiltered story of a true self-made man and fashion rock star.