Diesel ignites yet another firestorm by appointing Nicola Formichetti to be the commanderin-chief of the brave army that will spread Diesel’s marching orders far and wide. Starting with Fall/Winter 2013, the multifaceted, volatile, OTT stylist, designer and social media star will become the new artistic director of the lifestyle brand.

I finally met somebody as crazy as I am,” said Renzo Rosso, founder of Diesel. “Nicola shares my
vision and I find it incredibly inspiring to work with him: two creative planets are colliding to generate
fresh, mad, insane ideas. With his help, I want to break more rules and bring the real Diesel to a new

When Renzo asked me,” said Nicola Formichetti, the edgy young visionary, “I remembered that Diesel
and I are all about the same things. No rules! It’s about being empowered, It’s about being free. It’s a
positive revolution. We’re going to REBOOT! Hit refresh. That’s our first project: we’re ripping apart
everything to re-build something bigger. I want to get the creative young people around the world to be
part of the process.

Nicola Formichetti will start his new role with the DIESELREBOOT project now. He plans to mobilize an emerging global creative community to collaborate with him. The project will live in the unruly, uncivilized, all-access zone of TUMBLR, www.dieselreboot.tumblr.com, which is live now. Nicola will also oversee all creative activities of the Diesel main line, including the areas of product, communications and interior design. He will bring his own interpretation to the Diesel way of living – unpredictable, original, fun – coordinating the existing Diesel Creative Team and his new fresh recruits from different fields.