Renzo Rosso formed Diesel in Molvena, Italy, in 1978, shortly after graduating from a college of design. In 1985 Rosso was able to finance becoming the sole owner of Diesel by buying out his fellow shareholders, and after this time the company grew exponentially. By 2009, the company was generating three quarters of a billion dollars in revenue per annum, and had a retail presence in over countries worldwide.

In 2003, Diesel teamed up with L’Oreal to bring their unique vision to the fragrance world, and the partnership has since spawned several successful and exciting fragrances, aimed at young men and women. Diesel Fuel for Life was first released in 2007 and has gone on to become Diesel’s flagship and best-performing scent. Fuel for Life is a his n’ hers dual fragrance in Diesel’s inimitable sexy style. The masculine Eau de Toilette features top notes of badian and grapefruit; a heart of lavender and heliotrope; and base notes of frambinone and immortelle. Meanwhile, the feminine Eau de Parfum is based around top notes of cassis and pink pepper; heart notes of jasmine and indole; and a base of patchouli and ambry notes. The 50ml Men’s EDT is available now at Fragrance Mad with a penny change from a £30 note, whereas a 50ml ladies’ EDP will set you back a further pound coin, but is still monumentally bargainous, I’m sure you’ll agree.

Fuel for Life has completed the task of Diesel slotting into the perfume world in exactly the same position as it occupies in fashion-land: as a purveyor of cool and sexy products that give young people exactly what they’re looking for.