Diesel is an Italian design company, best known for clothing aimed at the young adult market, particularly jeans. The brand can now be found on everything from underwear to fragrances. The company originated from Molvena in northern Italy, and began trading in 1978. Diesel was founded by Renzo Rosso and his former boss Adriano Goldschmied, of the AG Jeans company. Diesel's flagship fragrance is Fuel for Life, available both as a men's Eau de Toilette and a ladies' Eau de Parfum.