Innovators By Current Global

Disruption, courage and innovation are the pillars around which Only the Brave, or OTB, the parent company of fashion brand Diesel, are built. But they’re also words that Stefano Rosso, CEO of the brand in North America, lives by as he faces the challenge of rebooting the denim business in the US. In the 1970s, his father, Renzo Rosso, the iconic founder of the brand, disrupted the jeans industry by building a fashion empire focused entirely around the message that different is cool. Today, Stefano is maintaining that view of challenging conformity, all the while tackling how it looks in the digital era. TheCurrent’s Liz Bacelar sat down with him to talk about how Diesel lost its way, what it’s doing to get back in the game, how luxury can survive the tech revolution and whether virtual reality is (possibly) the future of the industry.