Our History

1976 — The Denim ‘Concept’ was created by FABERGÉ

1978 —  Unilever launches the Aftershave Original in Italy

1980 —  Sponsorship in Formula 1

1981 —  Denim runs commercials on TV, with an iconic video that made the history of TV advertising in the 80s - famous for the slogan:

“Per l’uomo che non deve chiedere, mai"

“For the man who must not ask, ever"

1982 — The new Musk fragrance is presented, both as after shave and cologne. Sponsorship in the world of Formula 1 reaches the first of a series of important successes: Michele Alboreto wins the GP in Las Vegas

1983 — Denim Sponsor the Williams Team that wins the Formula 1 world championship

1984 — Denim becomes a Market leader For Aftershave and Deodorant. TV campaign for Aftershave Musk.

1986 — New fragrances are launched while the sponsorship in F1 remains strategic

1990-1994 — Denim broadens the range with the launch of the Shower gel and completes the range of products for men

1995 — the new Cult fragrance is launched with an impactful advertising campaign

1996 — Aftershave Balm is launched for men looking for a more delicate and caring product

1998 — Denim presents the new Silver fragrance

2000 — A complete and modern restyling of the pack from a Denim a new impulse in the market

2004 — Codaa acquires the Denim brand and continues production in Italy.

2005 — New version of the famous spot Denim After shave Original

2006 — Launch of Denim Black, a new virile fragrance with a strong personality. Sponsorship of Jarno Trulli from the Toyota F1 team and Dando Capello from the Audi team