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| | Renzo Rosso, sole owner of Diesel |
 | | Indeed, each of the holes in Rosso’s jeans has been carefully put there by hand, using a Black and Decker sander, similarly applied to get the gently-frayed edges of the pockets just so, then repeatedly washed by hand, without chemicals, to get the perfect shade of faded blue. |
 | | Twenty-five years later, Rosso is still head and sole owner of Diesel, one of the most influential casualwear fashion companies of recent decades. |
 | | After eight years of average growth for the brand, by which point it had a turnover of just €3m, Rosso saw that Diesel had huge potential, befitting its name – which was carefully chosen because it is pronounced the same the world over – and in 1985 he bought it. |
| www.easyjetinflight.com /features/2003/sep/howdiesel.html (1958 words) |
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