Renzo Rosso’s claim “Only the Brave” is the motto of his life: break the rules because only those who are brave enough to risk everything can change the world.

Renzo Rosso sewed a pair of bell-bottoms for the first time at age fifteen on his mother’s sewing machine. By twenty-three, he had set out on an entrepreneurial adventure, daring to found a denim brand in Italy that challenged the traditional brands of the time. Diesel would come to be known for the quality of its garments and the creativity of its design, while growing equally famous for its unconventional, irreverent, and award-winning advertising campaigns. Through Diesel, founder and mastermind Rosso influenced the style of an entire generation.

Courage is Rosso’s hallmark. In his work, he has an uncanny ability to sense trends and find the perfect creative collaborators to accompany his growth. In life, he raised seven children between the world and Bassano del Grappa, the town in Veneto that serves as both his home and headquarters.

Fashion, activism, commitment to the fight against climate change, a passion for football, and more unfurl in the first official autobiography of the Italian fashion entrepreneur—the sincere and unfiltered story of a true self-made man and fashion rock star.

About The Author

Renzo Rosso was born to a family of farmers in 1955. He founded Diesel in 1978, and developed it into one of the most sought-after denim brands in the industry. His holding company Only the Brave (OTB), created in 2002, has acquired iconic and unconventional international brands such as Jil Sander, Maison Margiela, Viktor&Rolf, and Marni. Simone Marchetti joined Condé Nast Italia as the editor in chief of Vanity Fair in 2018 and became its European editorial director in 2020.