The company was founded by Renzo Rosso in 1978. Diesel's milestone years include 1985, 1988 the hiring straight out of fashion college of ex-head designer and Creative Director Wilbert Das, 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City's Lexington Avenue). L'Oreal and Diesel launched Fuel for Life (for him and for her) in the fall of 2007. Designer Diesel has 26 perfumes in their fragrance base.