Diesel simply known as DIESEL is an Italian based designer clothing company which produces unusual yet often innovative apparel for men and women. Founded by Renzo Rosso and his former boss in 1978, DIESEL's milestone was 1996 when they opened their first flagship store on New York City. Now the brand is in a class unto itself, with new designs summing up what it is to be young, successful and glamorous, styled with larger temples and sporty looks. All sunglasses are 100% UVA protection.