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The fabulous life of Renzo Rosso, the 'crazy' billionaire founder of one of the most iconic denim brands in the world

Jul 26, 2021, 12:48 IST

Rosso was born in 1955 in the tiny northern Italian town of Brugine, the son of a farmer.

According to an anecdote he recounted to W Magazine, he was once given rice pudding by a group of American soldiers from a nearby army base. "That, for me, was the American Dream," he said.

With that drive, he made his first pair of jeans. It was the '70s, and they had a 42-centimeter leg opening. "My friends were so much in love with these jeans, that they started [asking for them]," Rosso told us.

With that drive, he made his first pair of jeans. It was the '70s, and they had a 42-centimeter leg opening. "My friends were so much in love with these jeans, that they started [asking for them]," Rosso told us.

By 1985, Rosso had bought out his business partner, jeans legend Adriano Goldschmied. With full control of the company, Rosso launched the idea of high-quality, luxury-premium denim that looked distressed and worn, which gained massive popularity in the '80s and '90s.

By 1985, Rosso had bought out his business partner, jeans legend Adriano Goldschmied. With full control of the company, Rosso launched the idea of high-quality, luxury-premium denim that looked distressed and worn, which gained massive popularity in the '80s and '90s.

Diesel is known for its provocative advertising, which offers irreverent takes on global issues. In 1995, Diesel notably ran one of the first gay-themed advertisements: A photo shot by David LaChapelle showing two men dressed as sailors, kissing.

Diesel is known for its provocative advertising, which offers irreverent takes on global issues. In 1995, Diesel notably ran one of the first gay-themed advertisements: A photo shot by David LaChapelle showing two men dressed as sailors, kissing.

Diesel has recently attempted to earn back some of the cultural cachet it held in the past. In 2013, it hired its first creative director, Nicola Formichetti, who gained a reputation as pop star Lady Gaga's stylist.

Diesel has recently attempted to earn back some of the cultural cachet it held in the past. In 2013, it hired its first creative director, Nicola Formichetti, who gained a reputation as pop star Lady Gaga's stylist.

In 2002, Rosso took a step back to run the new holding company, OTB Group, unifying all the brands he created with the ones he acquired, like French fashion brand Maison Margiela in 2002, the Italian brand Marni in 2012, and the Amsterdam-based Viktor & Rolf in 2008.

In 2002, Rosso took a step back to run the new holding company, OTB Group, unifying all the brands he created with the ones he acquired, like French fashion brand Maison Margiela in 2002, the Italian brand Marni in 2012, and the Amsterdam-based Viktor & Rolf in 2008.

Rosso built a glittering new headquarters in Breganze, Italy, in the countryside north of Venice. The OTB Group building is enormous, with a cafeteria and full gym for employees.

Rosso owns a home in the northern Italian village of Bassano del Grappa, about a 30-minute drive from Venice. It's home to 50,000 residents, whom Rosso has provided with free town-wide Wi-Fi named after the company he started.

Rosso owns a home in the northern Italian village of Bassano del Grappa, about a 30-minute drive from Venice. It's home to 50,000 residents, whom Rosso has provided with free town-wide Wi-Fi named after the company he started.

Rosso owns an 18th-century villa named Ca' Priuli, which he has decorated in his signature style: Pillows monogrammed with his initials and others with his motto: "Be stupid." He calls it "the most beautiful house in Bassano."

Rosso owns an 18th-century villa named Ca' Priuli, which he has decorated in his signature style: Pillows monogrammed with his initials and others with his motto: "Be stupid." He calls it "the most beautiful house in Bassano."

"Stupid people see things how they can be, not how they are," Renzo told us, noting that these are the people whom he prefers to work with, and whom he hires to work in and run his companies. He wrote a book titled "Be Stupid: For Successful Living" describing his philosophy, which was published by Rizzoli in 2011.

"Stupid people see things how they can be, not how they are," Renzo told us, noting that these are the people whom he prefers to work with, and whom he hires to work in and run his companies. He wrote a book titled "Be Stupid: For Successful Living" describing his philosophy, which was published by Rizzoli in 2011.

Rosso is an avid art collector and has purchased paintings by Andy Warhol, Jean-Michel Basquiat, and Italian artist Francesco Bartoli. He often loans them out to museums.

Since his home is so close to Venice, Rosso spends a lot of time there.

In 2012, he pledged 5.5 million euros (roughly $6 million) to repair the historic Rialto Bridge, one of four bridges over Venice's Grand Canal.

Rosso can often be seen hobnobbing with fashion's elite, and he's a regular fixture on the scene. Here, Rosso is posing with longtime friend Adrien Brody at a recent Diesel party in New York.

He's also often photographed with Kanye West, who has praised Rosso's work with Maison Margiela, the French fashion house Rosso purchased in 2002.

As for toys, Rosso owns an Aston Martin DB9. He carefully considered buying it for seven years, as he was concerned it would be too flashy of a purchase. The car retails for about $200,000.

On the less flashy side, a Cadillac Escalade and a Mercedes-Benz S-Class also have spots in his motor pool. For the Mercedes, Rosso has taken the model signifiers off and painted the three-pointed star black. "I prefer to drive a simple car," he said.

On the less flashy side, a Cadillac Escalade and a Mercedes-Benz S-Class also have spots in his motor pool. For the Mercedes, Rosso has taken the model signifiers off and painted the three-pointed star black. "I prefer to drive a simple car," he said.

Rosso flies around on a private jet provided by his company, which he said "saves his life" given his hectic schedule and numerous public appearances.

His favorite place to vacation is the Greek islands, where he says there are fewer paparazzi and distractions.

When he's not working, Rosso likes snowboarding, surfing, and wake-boarding.

He also loves soccer, and owns his hometown team, Bassano Virtus 55 S.T. Rosso added his birth year, '55, to the end of the club's name when he took it over in 1996.

He's also an avid cyclist, and often posts Instagram pictures of himself in full cycling gear after cresting some impressive hill.

Rosso also owns a winery, which sources grapes from a tract of land he bought in 1994, named Diesel Farm. It offers wines that are a play on his family name, like "Rosso di Rosso." Rosso calls it a boutique distributor, and only offers its wine to select restaurants around the world.

Rosso also owns a winery, which sources grapes from a tract of land he bought in 1994, named Diesel Farm. It offers wines that are a play on his family name, like "Rosso di Rosso." Rosso calls it a boutique distributor, and only offers its wine to select restaurants around the world.

Rosso also runs a charitable foundation through OTB, called the OTB Foundation. It has invested 12 million euros directed to "fight social inequality and [contributing] to the sustainable development of less advantaged areas and people throughout the world." Some 90% of the foundation's efforts are focused on sub-Saharan Africa, with the remaining 10% centered on Italy.

Rosso also runs a charitable foundation through OTB, called the OTB Foundation. It has invested 12 million euros directed to "fight social inequality and [contributing] to the sustainable development of less advantaged areas and people throughout the world." Some 90% of the foundation's efforts are focused on sub-Saharan Africa, with the remaining 10% centered on Italy.

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