The son of a peasant farmer, Rosso studied industrial textile manufacturing in his native Padua, followed by economics at university in Venice. Something of a master entrepreneur, in 1978, before his degree was completed, he co-founded the influential Genius Group to develop new fashion brands, among them Replay and Diesel.
Diesel has an annual turnover in excess of ˆ 750 m and even has its own hotel, the Art Deco Pelican on South Beach, Miami, and a farm in the Maristoca hills that produces wine and olive oil. Still true to its core product, Diesel recently launched the Diesel Denim Gallery, offering specially-treated jeans billed as one-of-a-kind denim art pieces. While the brand is sold in over 80 countries, Diesel denim jeans remains 100 per cent made in Italy.