Diesel. I recall my first time seeing a pair of Diesel jeans and their $100 price tag. Obviously Diesel founder Renzo Rosso knew a great deal more than I, a marketing professor no less, about how much some [lots of?] people would be willing to pay for a pair of dungarees. (I still buy Levis, and only when they are on sale.)
To celebrate Rosso’s P. T. Barnum approach to the pricing of trendy clothing, the Diesel web site is celebrating its founder’s 50th birthday with the announcement of a “blockbuster book” titled Fifty. While looking around the site, be certain to click on Bonus DVD in the upper left-center part of the Fifty web page, where other navigation links can also be found. You will be taken to vignettes of “every film ever done by Diesel.” The DVD is for sale, of course, and likely at a price consistent with Diesel’s jeans and other products.