Jeans Genius: in conversation with Diesel founder Renzo Rosso

The fashion provocateur on style, subversion and staying true to himself

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The name Renzo Rosso is strangely satisfying to say, especially if you pronounce it in an Italian accent. Roll the Rs and amplify the Os for the full rhythmic effect – it’s succinct, commanding and pretty cool. His is a name, one could argue, that was destined for great things, which is just as well given the entrepreneur’s ranking as one of Italy’s wealthiest men. Rosso, the billionaire founder of Diesel and sole owner of Italian fashion and lifestyle conglomerate OTB – an acronym for Only The Brave – is patently pleased with his name, too. He has his initials tattooed on the middle and ring fingers of his right hand in bold cursive font.

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