OTB

Corporate brand

Last updated August 31, 2026

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History

OTB was established in 2002 by Renzo Rosso, the entrepreneur who founded Diesel in 1978. The group’s name, commonly expanded as “Only The Brave,” expressed Rosso’s intention to create a broader fashion platform rather than remain identified solely with a single denim label. Diesel provided the group’s original commercial and cultural foundation, while OTB subsequently used acquisitions, partnerships and operating companies to assemble a portfolio of differentiated fashion brands. A major part of OTB’s development came through Staff International, an Italian company with expertise in production, distribution, licensing and brand management. Staff International gave the group industrial and operational capabilities that complemented its brand ownership activities. Through this structure, OTB became involved with internationally recognized designer labels and developed a model combining creative direction with centralized support in areas such as sourcing, manufacturing, logistics, retail and administration. Maison Margiela became part of the group in the 2000s, strengthening OTB’s presence in avant-garde Parisian fashion. Viktor&Rolf, the Dutch design house known for conceptual couture and theatrical collections, also joined the portfolio. OTB later acquired control of Marni, the Milan-based label founded by Consuelo Castiglioni and recognized for expressive prints, unusual proportions and an art-oriented retail identity. Jil Sander was subsequently added, giving the group a major minimalist luxury brand with a strong international heritage. The portfolio was complemented by Brave Kid, a business focused on childrenswear, and by continued investment in Diesel’s own repositioning and global retail network. Diesel has periodically refreshed its product, store and communications strategy while retaining its association with denim, irreverent advertising and youth-oriented cultural expression. OTB’s other labels have remained more specialized, with creative autonomy and distinct aesthetic codes rather than being presented as identical extensions of a single house style. In the 2020s, OTB emphasized international growth, direct-to-consumer distribution, digital commerce, sustainability and investment in emerging talent. In 2023 it announced a majority investment in Amiri, adding a Los Angeles-based luxury brand with strong connections to contemporary music and street-influenced fashion. OTB remains privately controlled and headquartered in Breganze, Italy. Its current identity is that of a multi-brand fashion group combining proprietary labels, specialist operating companies and selected investments in high-end and contemporary luxury.

2023
OTB announces majority investment in Amiri
[12]OTB announces majority investment in Amiriotb.net
The group announced an agreement to acquire a majority stake in Amiri, extending OTB’s portfolio into contemporary Los Angeles luxury fashion.
2017
Ubaldo Minelli becomes chief executive
[2]OTB: About Usotb.net
Ubaldo Minelli took on the chief executive role as OTB continued to develop its multi-brand platform.
2016
Jil Sander joins the portfolio
[11]Jil Sander joins the portfoliootb.net
OTB acquired Jil Sander, broadening its presence in international minimalist luxury fashion.
2012
Marni joins OTB
[10]Marni joins OTBotb.net
OTB acquired a majority stake in Marni, adding a Milanese luxury label with a distinctive art-driven aesthetic.
2008
Maison Margiela joins the group
[9]Maison Margiela joins the groupotb.net
OTB expanded its luxury portfolio through its acquisition of Maison Margiela.
2002
OTB is established
[2]OTB: About Usotb.net
Renzo Rosso established OTB as a group intended to own and develop distinctive fashion brands.
1978
Diesel is founded
[4]Diesel: About Dieseldiesel.com
Renzo Rosso co-founded Diesel, the brand that later became the principal foundation of the OTB group.

Products and positioning

A privately controlled Italian fashion and luxury group focused on distinctive designer brands, brand development, vertical capabilities and international distribution.

Denim and lifestyle fashion · 1978
Diesel
Diesel is OTB’s best-known consumer-facing brand and is centered on denim, casual apparel, footwear, bags, accessories and fragrances. Founded by Renzo Rosso in 1978, it built its international identity through provocative advertising, unconventional product treatments and a strong connection with youth culture. The brand operates across premium denim and broader lifestyle categories and sells through stores, e-commerce and wholesale distribution.
Luxury fashion · 1988
Maison Margiela
Maison Margiela is a Paris-based luxury fashion house known for deconstruction, conceptual design, anonymity in its early brand presentation and experimentation with construction and materials. Its range includes ready-to-wear, haute couture under the Artisanal line, footwear, leather goods, accessories and fragrances. OTB provides corporate and operational support while the house retains a highly differentiated creative identity.
Luxury fashion · 1994
Marni
Marni is an Italian luxury brand recognized for expressive color combinations, graphic prints, sculptural volumes and an art-oriented approach to clothing and accessories. Its offering includes womenswear, menswear, footwear, bags, jewelry and other accessories. The label is distributed internationally through boutiques, digital channels and selected wholesale partners.
Minimalist luxury fashion · 1968
Jil Sander
Jil Sander is a luxury fashion house associated with precise tailoring, restrained design, refined materials and minimalist silhouettes. The brand sells ready-to-wear apparel, footwear, bags, small leather goods and accessories for women and men. Its inclusion gives OTB a major international label with a design language distinct from Diesel’s casual and provocative positioning.
Designer fashion and fragrance · 1993
Viktor&Rolf
Viktor&Rolf is a Dutch fashion house founded by Viktor Horsting and Rolf Snoeren. It is known for theatrical couture, conceptual runway presentations and collaborations with the fragrance industry. The brand’s activities include couture, ready-to-wear, accessories and fragrances, supported through OTB’s broader infrastructure while maintaining its distinctive conceptual character.
Childrenswear
Brave Kid
Brave Kid is OTB’s specialist childrenswear platform. It develops and manages children’s collections and related licensing or production activities for selected fashion brands, giving the group a dedicated capability in a category that differs operationally from adult luxury and lifestyle apparel.

Marketing campaigns

2023Amiri investment and portfolio expansion
Global
OTB presented its majority investment in Amiri as part of a strategy to support high-growth contemporary luxury brands and broaden the group’s international portfolio.
Outcome. The transaction expanded OTB’s portfolio into a Los Angeles-rooted luxury label with strong contemporary cultural relevance.
Source
Diesel global brand communications
Global
Diesel has used provocative, humorous and culturally referential advertising and brand communications to distinguish itself from conventional premium denim competitors.
Outcome. The approach helped sustain Diesel’s recognizable identity, although individual campaigns have sometimes generated controversy or public debate.
Source

Brand decisions

2023
Majority investment in AmiriM&A
Background
OTB was seeking additional growth through investment in distinctive contemporary luxury brands with international potential.
Action taken
The group announced an agreement to acquire a majority stake in Amiri.
Aftermath
Amiri became part of OTB’s broader brand portfolio, extending the group’s reach into Los Angeles-rooted contemporary luxury.
Source
2002
Creation of a multi-brand fashion groupStrategy
Background
Renzo Rosso sought to build a platform that could extend beyond Diesel and support several differentiated fashion businesses.
Action taken
OTB was established as a private group combining brand ownership with operating, manufacturing, licensing and distribution capabilities.
Aftermath
The structure enabled OTB to acquire and develop a portfolio of luxury and contemporary fashion labels.
Source

Recent events

2024
OTB reports continued growth and portfolio expansion[12]OTB announces majority investment in Amiriotb.net
Other
The group’s corporate communications highlighted continued development across its brands, international distribution and investments in fashion-industry capabilities.
2023
OTB announces majority investment in Amiri[12]OTB announces majority investment in Amiriotb.net
M&A
OTB announced an agreement to acquire a majority stake in the Los Angeles-based luxury fashion brand Amiri, expanding its portfolio with a younger contemporary luxury label.

Sources14 sources

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