Although the Pelican Hotel—located in Miami Beach’s picturesque yet tourist-heavy South Beach neighborhood—has no mention of “Diesel” in its name, it’s earned the nickname “The Diesel Hotel”—and for good reason. Its staffers wear Diesel jeans and collared, short-sleeved Diesel tops.

A metallic orange-hued Diesel 1dr bag and teeny-tiny red and silver 1dr-Xs-S bags, an assortment of Diesel watches, a Diesel luggage tag, Diesel bracelets, and Diesel phone cases are proudly showcased in the hotel’s check-in desk display case. Some guests probably wonder about the branding, but when they learn that the owner is Renzo Rosso—the Italian fashion mogul who co-founded the Italian denim label back in 1978—it all starts to make sense.