This Italian jeans and sportswear company are known for their shoes and clothing. More recently, the company launched several Diesel fragrances including Diesel Plus Plus, Diesel Zero Plus and Green. Diesel's historical moments include the creation of the brand name in 1978, the beginning of their international marketing strategy in 1991 and the opening of Diesel's first flagship store in New York in 1996. In early 2006, Diesel signed a new licensing agreement with L'Oreal and they are to relaunch the brand. The first Diesel fragrances in the new collection is Diesel Fuel For Life available in Men's and Women's.