A Different Approach.

Byline: Luisa Zargani

A Different Approach

Just as he went against the Grain with his advertising and marketing, Renzo Rosso broke ground in the Nineties with a distinctive retail strategy.

At a time when designers were meticulously planting their flags around the world with a web of boutiques that all looked the same, Rosso stood out with his Diesel stores, each one different. His pleasure in finding varied objects to differentiate his stores is reflected in his sprawling yet unassuming office here, where Andy Warhol Mao portraits coexist with an American Indian totem, plastic skulls embellished with Diesel glasses, family photographs and other …