The Story
Why it exists.
The beginning
Arturetto Landi built Diesel Plus Plus Masculine in 1997. The brief was abundance, not restraint, a fragrance that gives more than you expect from the label. The opening hits bright and immediate, citrus that doesn't wait for permission. Bergamot and orange arrive together, sharp and clean, but heliotrope slides in underneath from the first spray, a powdery warmth that softens the edges before they can feel too aggressive. There's something generous about how this one opens, like it's not interested in making you work for the good stuff.
Eight base notes, eight heart notes, four on top. The structure is substantial, not a quick sketch. The warm spicy and powdery accords carry the most weight. Heliotrope and the woody drydown give it that characteristic texture, while the citrus opening serves as the welcome before the real depth arrives. The heart notes build quietly, jasmine and violet threading through with cardamom and coriander adding spice that keeps things interesting.
The evolution
The orange and bergamot arrive bright and fast, citrus that announces itself without apology. Heliotrope floats underneath from the first spray, a powdery warmth that keeps the top from feeling too sharp. Jasmine and violet appear in the heart, along with cardamom and coriander, and there's a green, almost herbal lift from sage and birch that shifts the character toward something more complex. The drydown is where this one earns its name. Cinnamon and clove meet tonka bean and sandalwood. Musk and patchouli anchor everything into something that lasts, especially on fabric. Vetiver and oakmoss give it a dry, slightly smoky finish that keeps the sweetness honest. The composition is layered and intentional, each stage building on what came before.
Cultural impact
Plus Plus Masculine stands apart from the predictable sporty category, warm and sweet with a character that goes beyond expectations. The warm spicy and powdery base gives it depth that many contemporaries of its kind lacked. The citrus opening sets the stage, but it's the layered heart and base that create something memorable, a fragrance with genuine complexity. This is the kind of scent that defines an era for those who wore it, not the entrance but the walk across the room.
The House
DieselDiesel is an Italian fashion and lifestyle brand founded in 1978 by entrepreneur Renzo Rosso. Headquartered in Breganze, in the Veneto region of northern Italy, the company grew from its origins in denim into a global lifestyle label with approximately 400 stores worldwide. Diesel is recognized for its bold, provocative approach to fashion design, consistently challenging conventions through unconventional marketing campaigns and a distinctive visual identity. The brand's fragrance division extends this ethos into scent, producing men's and women's perfumes that reflect Diesel's rebellious spirit and focus on individual expression.
The Creator
Arturetto LandiLandi favors a clean, linear construction that highlights a single theme before introducing supporting layers. He often begins with a bright top—Italian bergamot, Sicilian lemon, or Calabrian orange—then anchors the heart with aromatic herbs or soft florals.
