Diesel is the ultimate case study of a brand being forced to reinvent itself and making a total comeback as a result of it.

Diesel came to fame in the 90s with distressed denim and provocative advertising but lost footing to new competitors in the 2000s. So bad that in March 2019, the brand filed for bankruptcy in the US.

The defeat forced Diesel to rethink, 1 year later news went public that Glenn Martens, had taken over as Creative Director with plans to rebrand.

Glenn Martens brought in 2023 values of sustainability with 90s and 2000s nostalgia and grunge. The brand repositioned itself as eco-punk by cleverly utilising the full 4 p's, from product to pricing to promotion.

A year after Glenn Martens started, the brand began turning its trajectory around and doubled in demand since 2021 with no signs of slowing down. (as seen through MyTelescope's brand search index).