Diesel Appoints New CEO for North America

Diesel tapped an Italian executive with luxury experience in the Americas to head up its North American business.

The OTB Group-owned denim brand announced Monday the appointment of Matteo Lena as Diesel’s new CEO of North America.

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Lena joins Diesel after eight years at Giorgio Armani as Armani Exchange’s senior vice president brand manager for the Americas. He previously served as the brand’s senior vice president retail North America. Lena has also held international managerial roles at Benetton and Geox.

“Matteo Lena is a manager with wide international experience, and we are delighted to welcome him to Diesel. He will be responsible for harnessing the great potential of the North American market, where Diesel has its global roots,” said Renzo Rosso, Diesel’s founder.

Lena joins the company as several Diesel products have appeared on The Lyst Index of the hottest items and celebrities like Julia Fox and Dua Lipa wear its Y2K-inspired looks.

Diesel has seen a rotation of leaders as of late, however.

Earlier this year, Eraldo Poletto stepped down global CEO after seven months in the role. He previously served as Diesel’s CEO for North America for less than a year. A successor for the global CEO role hasn’t been named.

Prior to Poletto, Patrick Valeo filled the role of Diesel’s CEO for North America in 2020 until he stepped down in August 2022.

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