Blue Jean Billionaire: Inside Diesel, Renzo Rosso's $3 Billion Fashion Empire

 When Renzo Rosso arrived in Manhattan to open his first Diesel jeans store, he deliberately picked a spot directly opposite Levi’s on Lexington Avenue. “I wanted to show how beautiful our product was, in front of them,” says Rosso, a mischievous grin spreading across his tanned, unshaven face. Diesel didn’t have enough merchandise to fill the 15,000-square-foot space back then, in 1996, so Rosso did what seemed logical to him and built a bar and DJ booth.

“In the beginning every few months we’d close the store at 6 o’clock and throw a party,” he says in his occasionally impenetrable Italian accent. “And we would party.”

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