Beginning in the late '80s, Diesel position itself as a rebellious rock 'n roll brand that had dominated by country by the '90s. Men's jeans had never been sexy, but Diesel's pre-distressed and pre-torn denim changed all that. Any dude seeking a Euroepan edginess now knew exactly where to find it. Perhaps even more impressive, Diesel was one of the first mainstream clothing brands to become known more for its marketing campaigns and branding than the actual clothing, and use its advertising to separate itself from the competition's similar products.