Self-expression is what Diesel is all about. But not just any self-expression -- this is about passion, innovation, and really expensive jeans. Normally, the luxury market brings to mind red-carpet dresses and watches that count as jewelry, but Diesel wanted to offer another kind in casual clothes. It's an alternative to the normal luxury market, with the designs in comfort and individuality as key. While their original specialty was their jeans, Diesel also offers men and women's wear and accessories. Anyone who believes that one cannot be fashionable and comfortable, who says that pain is beauty, clearly never shopped at Diesel.