Fashion Fuel

Idea

In advance of this year’s New York fashion week, Diesel has launched an ‘authentic fake goods’ store – hawking a limited-edition range of ‘genuine-fake’ hoodies, t-shirts and jeans to an unsuspecting public.

The brand has fully embraced the concept by launching the limited-time collection at a suitably edgy ‘hole-in-the-wall’ style store on Canal Street (an area of New York famed for its knock off goods). And made the store to look as run down as you would expect.

What We Like

IW always loves it when a brand is confident enough to not need to take itself seriously– and truly reflect how its brand fits into culture (rather than how a marketing department wished it did).

Aside from all that, it’s simply a great gag.