Denim sales make up the core of the Diesel S.p.A. brand's business.

Diesel Diesel Shoes old hat attracted press application with controversial advertising campaigns. The Spring/Summer 2007 campaign, dubbed "Global Warming Ready", be included images of cities such as Paris, London and Venice after global warming has taken place. The image for Paris shows the Eiffel Tower surrounded by a tropical rainforest with a man walking a lizard.