Apr 20, 2018 | By WGSN Insider
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Feb 12, 2018
The company opened a pop-up on Canal Street in the heart of the city’s ‘counterfeit capital’, Chinatown and called it Deisel (yes, that’s correct, not a typo). I say ‘was’ because it sold out fast, although the product will be available online from Tuesday.
The campaign is a strand in the brand’s overall Go With The Flaw campaign (although this time it’s Go With The Fake) and as part of that, the unsuspecting shoppers lured in by the attraction of fakes are part of it all.
Diesel chief Renzo Rosso said: “We’re thinking- why we cannot take and work with this irony? [If] we can create from a problem, maybe we can create something good.”
The sweats, tees, hoodies and jeans are designed to look ‘believably fake’ with prominent logos and pricing around $60-$70.
Rosso said he believes that more than a million counterfeit Diesel goods are sold annually around the world.
For more from New York Fashion Week, head to WGSN Catwalks Live to catch every look moments after it comes down the runway.
For more insight around marketing, head to Marketing in 2018: Top Trends.
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