Our History

1992

D&L DIEL was born in a family with a passion for skiing, as a bold venture, focused on the development and production of first-class ski equipment.

The new company starts with five sewing machines and two original models – a men’s and a women’s jumpsuit. The designs are impressive, and the first orders begin to arrive.

1994

Inspired by the initial success, the company welcomes the new winter season with 16 entirely new models. After thorough research and study, a proprietary fabric was also developed this year, featuring modern and trendy prints in an original design.

The first participation in the international exhibition – ISPO Munich, the world’s largest for winter sports goods, becomes a great success for DIEL’s products and brand.

1996

DIEL opens its own factory—an important step on the path to foreign markets by continuously increasing production capacity and quality.

The first international order came from Slovenia. This first step abroad was very successful, and DIEL's apparel is still very well-known and accepted in that country as the official sponsor of the Slovenian Ski Pool and the Slovenian national children's ski team.

1998

DIEL won the tender from the Bulgarian Olympic Committee to be the sponsor and sole supplier of official sports apparel for the Bulgarian Olympic Delegation for the XVIII Winter Olympics in Nagano. This was a great prestige for the brand, but at the same time, it required a significant investment of effort and resources. The uniforms were developed individually for each competitor.

At these last Winter Olympic Games of the century, Ekaterina Dafovska stepped onto the podium to receive her Olympic gold medal wearing a DIEL uniform. In the 15 km biathlon, she became the first Bulgarian athlete to conquer the White Olympus.

2000

DIEL raises the bar for quality to meet the high demands of the global consumer. The new collection is made from high-tech coated fabrics that are both breathable and moisture-resistant, produced using a technology that was revolutionary for its time.

DIEL once again outfitted the Bulgarian Olympic Delegation for the XXVII Summer Olympics in Sydney. The feedback was more than good, and DIEL was showered with thank-you letters and media articles from the BOC (Bulgarian Olympic Committee), sports federations, prominent athletes, and journalists. On the Olympic podium, twelve Bulgarian medalists triumphed in DIEL's uniforms!

2002

The Winter Olympics in Salt Lake City. DIEL stepped onto the Olympic podium three times with Evgenia Radanova (short track) and Irina Nikulchina (biathlon). The uniforms of the Bulgarian Olympians received an award from the journalists covering the games for being the most beautiful and functional apparel among all participating nations.

DIEL was awarded the "Sport for a Peaceful World" medal for its contribution to Bulgarian sport and the Olympic movement. This year, DIEL also becomes a sponsor of the Bulgarian national ski team.

2003

DIEL's gear arrived in Antarctica and remains there to this day, serving as professional cold-protective clothing for all Expeditions of the Bulgarian Antarctic Institute.

The brand is evolving. The name changes from D&L DIEL to DIELSPORT. The new logo, with the silhouette of a drop, symbolizes the victory of warmth and comfort over the difficulties of winter. The brand begins working with a professional communications agency and creates memorable advertising campaigns.

2004

The Summer Olympic Games in Athens. More than 200 athletes, coaches, and officials were equipped with apparel and accessories from DIEL. Many Bulgarian medalists climbed the podium in DIEL gear, including two Olympic champions - Milen Dobrev (weightlifting) and Maria Grozdeva (pistol shooting).

DIEL is expanding, and the administrative team and design studio are moving to a new central building. An innovative CAD/CAM system for creating new models has been implemented.

2006

The year begins with the Winter Olympics in Turin, and DIEL is at its peak. Our Olympians love the clothing so much that it was decided the delegation would march in DIEL sportswear at the opening ceremony, instead of the traditional official outfits. Evgeniya Radanova won silver in the 500m short track and made history as the first Bulgarian with three medals from the Winter Games.

DIEL receives new valuable recognitions – the “Golden Compass” awards from Bulgarian media and the “Icarus” award from the Bulgarian Chamber of Commerce, as well as prestigious international honors – a special diploma from the Director of ISPO Munich and a special diploma and statuette from the Higher Institute of Fashion in Paris.

2010

The DIEL factory is now among the Top 10 most modernly equipped production bases for ski clothing in the world and is certified according to the international standard ISO 9001:2008 “Quality Management Systems.” From this year, DIEL provides all its products with a certificate for a two-year warranty.

This year marks the launch of the special DIEL CUP program for uniformed teams, focused on developing top-quality professional winter clothing for winter sports teams, ski clubs and schools, rescue teams, and outdoor staff. DIEL outfits popular ski teams from Bardonecchia, Sestriere Borgata, and Spazio Neve.

2012

DIEL 20 Years

The brand, faithful to its mission all this time to bring more and more people closer to the allure of the mountains and sports, thanks its fans with a grand party featuring a fashion show and rock concert, celebrating together with over 2,000 of them.

The anniversary collection was created as an invitation to participate in a contemporary film in a northern style, but with a southern character. The diverse models stand out with consistently high quality, original designs, perfect protection, and functionality, satisfying the requirements of both professional athletes and families who have chosen the joy of being together amid snow-covered peaks.

2015

INTERSKI 2015 – Cerro Castor, Ushuaia, Argentina. The most prestigious technical and academic forum for winter sports in the world, gathering winter sports specialists from all over the globe every four years to present and discuss new trends, and to compare techniques, methodologies, and equipment.

The Bulgarian demonstration team, outfitted by DIEL, has been participating successfully since 2003. In 2015, competing against strong rivals, they were selected to host INTERSKI 2019 in Pamporovo in the Rhodope Mountains – the native mountains of DIEL.

2017

DIEL proudly celebrates its 25th anniversary together with winter enthusiasts, snow sports teams, mountain groups, and even polar pioneers, who have trusted the brand as their provider of reliable clothing for a quarter of a century. The event hosts an exhibition of original DIEL models from all these years.

The event is honored by many VIP guests, including five-time World Cup winner Marc Girardelli and Olympic medalist, world champion, and record-holder Evgenia Radanova.

2018

DIEL implements the most advanced sublimation printing technology, providing unlimited possibilities for creating fully custom-made designs in various styles for a unique appearance, with high-resolution graphics and team and sponsor logos integrated into the design.

The special high-quality sublimation dyes give the garments long-lasting bright colours with smooth gradients, rich shades, and fine details for an exceptional appearance.

2019

INTERSKI 2019 – Pamporovo and the Bulgarian demonstration ski team, proudly sponsored by DIEL, host the congress of the global organization, attracting the best skiers from all countries, the largest ski and sports media, the most influential industry specialists, and thousands of participants to Bulgaria.

2022

Antarctic Capsule: A collection with which we explore the world
The pursuit of new horizons is our greatest inspiration and a constant drive to surpass ourselves. In search of the perfect gear, we built a partnership that for more than 20 years has helped us grow in the right direction and explore the world around us. Since 2002, DIEL has been developing a special collection of clothing for the needs of the Bulgarian Antarctic Expedition scientists. Every year, they spend months on Livingston Island in the south, studying climate change and the impact of humans on polar ice. Their feedback on our clothing allows us to continuously improve its functionality and durability – tested and proven even in the harsh conditions of the icy desert. So we can offer you gear to explore, together, even the most challenging corners of the world.