Diesel is an Italian fashion company created in 1978 by Adriano Goldschmied and then acquired by co-founder Renzo Rosso. Diesel's original focus was denim clothing (mainly jeans), but the brand later expanded to all kinds of street-influenced clothing for men, women and children, as well as fashion accessories and lifestyle items such as glasses , headphones and household items. Diesel has also applied its avant-garde marketing and youthful sensuality image to its fragrance collection, which was launched under agreements with Marbert Cosmetics in the late 1990s. Although some of Diesel's early fragrances such as Diesel Plus Plus and Diesel Zero Plus have now been discontinued, the line was relaunched under a licensing agreement with L'Oreal in 2007 and continues to thrive. Diesel fragrances usually feature bold and novel packaging. Only the Bottle of Brave is shaped like a closed fist; Fuel for Life (for men and women) is offered in flask-shaped bottles enclosed in materials such as leather, lace or denim; and the Loverdose bottle resembles a glass heart with sharp edges. With slogans such as "Use with caution" and "Finally legalized", Diesel continues to push the envelope into its fragrance line, as well as in its fashions.