The fashion brand subtly opens a pop-up on Canal Street, New York City, selling unsuspected authentic pieces.
The shop called The Deisel (sic) opened in New York, China Town – famous for its knock-offs. The space was designed around the exact style of its neighbours, fitting in perfectly.
The pop-up sold denim, hats, T-shirts and jumpers all emblazed with the fake logo – selling from $10 to $200 – a much better deal then at mainstream Diesel stores.
The camouflaged creation was a stunt, supporting Diesel’s latest campaign ‘Go with the flaw’, letting shoppers get authentic gear at knock-off prices. The store was only open for 2 days, creating huge hype around the brand.
Diesel chief marketing officer Dario Gargiulo noted that a ‘Deisel’ sweatshirt that sold for $60 in the pop-up store was eventually resold for about $500.
Not only was the pop up a PR success it created conversation around the issue of knock-off fashion. Well, fake hats off to Diesel, a brand that’s keeping it real.
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