Diesel is a brand known worldwide for its creative, groundbreaking fashion and marketing. To celebrate the 50th birthday of its president founder Renzo Rosso, we are proud to present Fifty - a book that sums up and displays the unique Diesel attitude and lifestyle reflected in its collections, its business approach and its creativity applied to virtually anything, from communication to interior design. For the first time, the story of a company whose success has been built and thrives on creativity is offered in one publication. Fifty is made up of five chapters that convey the Diesel lifestyle and philosophy in an unconventional way. The book's first chapter features an insightful portrait of company visionary Renzo Rosso, followed by a second dedicated to the key moments in Diesel's history, from its "jeans & workwear" beginnings to its current premium positioning. The third chapter presents the brand's innovative communication and retail approach while the fourth focuses on the company's long-lasting support of young creative talent worldwide. A concluding chapter presenting Diesel's views of the future rounds out the book. Each section ends with a face-to-face interview between Rosso and a prestigious (or, in pure Diesel style, simply unconventional) personality, including the Dalai Lama, i-D magazine founder Terry Jones, Alexander McQueen and a few, well kept, secrets. The combination of its rich graphic visuals and innovative design - a joint effort of Diesel's internal creative team and Spanish creative collective Vasava - with texts written by Renzo Rosso and international guest authors and compiled by English writer Mark Tungate make Fifty an inspiring portrait of one of the most inventive and successful companies in the fashion industry the world over. The book itself is a real "heavyweight" featuring a large hardcover format, impressive double gatefolds and an enclosed DVD - a true collectors' object. Contributors: Dalai Lama, Vivienne Westwood, Paul Smith, Alexander McQueen, Martin Margiela, Bono Vox, Vincent Gallo, Naomi Cambell , Terry Jones, Kevin Roberts, Peter Saville, Dazed & Confused, Style & The Family Tunes, Vanidad, Vogue.