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MILAN, Mar 31, 2005/ FW/ --- Diesel is not only a style symbol, it has become almost a way of life to those who buy it, and a family to those who are a part of it, where the original idea to create good looking jeans has turned into a multi million dollar international fashion and business success story.

Together Wilbert Das and Renzo Rosso along with their closely knit team have managed to keep breaking rules, create new one and not get caught in the spiders web, one of the secrets of their success according to Das is the fact that they remain a healthy distance from capital cities.

No, they are not based in Milan or Rome, but the global lifestyle is born out of a small town in the Italian countryside.

By remaining slightly naïve and innocent to their growth and by not taking it all too seriously, they continue to grow and as Das continues, ones needs to make brave decisions and take risks to make growth happen.

Also, it is all based on being honest on the inside, and therefore knowing that you also have an outside market responsibility.

Yet in the all too glitzy world of fashion, it is rare to see staying power, but perhaps that’s because Diesel does not pretend to be part of the bright lights.

Dutch Das has been with Diesel for 17 years, so staying focused and constantly inspired can't have been all that easy.

Stimulation and dynamics are the keys, where constant change of roles throughout the day keeps him alive and positive, whether overlooking an advertising campaign, seeing a new design for a watch or making sure the hat fits properly.

Diesel has always been a vast supporter of young creatives by giving them the possibility to be seen and heard, from music to art to fashion, so if Diesel can do it, why aren’t there other fashion giants that are helping along future talent?

It is all about cash flow, about time and about direct gain.

Unfortunately this is the truth and something we already know, so it is no surprise that young talent and support is not profitable.

Yet Wilbert Das explains that time, sympathy and money for emerging cultural and artistic talent, needs to become a responsibility.

That expression goes beyond simple cash flows and immediate dollar gain.

Simplicity and consideration are part of global living. Diesel’s success, initiatives like ITS and continuing support for future beings is blindingly obvious when one takes the time for uncomplicated reflection.

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