How Diesel Brand Founder Renzo Rosso Is Bringing The Fashion Scene To Miami

We might know Renzo Rosso for his jean brand, Diesel, which is very rock and roll. The brand was founded in 1978, but really made waves in the 1990s for its edgy style, European flair, and stylish textures. Diesel also introduced a technique called “devoré denim,” a type of distressed denim that has become their trademark. Today, Diesel is led by design director Glenn Martens, and their latest runway show was a buzzy hit at the recent Milan Fashion Week.

Today, Rosso is a fashion mogul as the president of the OTB Group, which is the parent company of brands like Viktor & Rolf, Jil Sander, Maison Margiela and Marni. Fashion is the name of his game. Now, Rosso and his son Andrea collaborated on the renovation of the Pelican hotel in Miami, which is the city’s most fashion-forward beachside destination.

According to Rosso,

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