Diesel Beats Knockoff Culture By Launching Authentic, Misspelled ‘Deisel’ Fakes
Fashion brand Diesel has gone head-to-head with counterfeiters with a pop-up store in New York selling “authentic” rip-offs.
The store was set up to look like a traditional dodgy market store in an area of New York’s Chinatown renowned for counterfeits. The store retailed limited edition knockoffs under the label DEISEL with the strap ‘For Successfull Living’.
The collection, together with the hashtag ‘#GoWithTheFlaw’, features high-quality denim fashion items, sweatshirts, caps and t-shirts, all of which are being sold at heavily discounted prices.
Founder Renzo Rosso told Dazed, “There’s always been knockoff culture. But we want to celebrate people who embrace their imperfections and above all people that feel free to wear whatever they want. It’s about being relaxed about today’s style rules. We want to inspire people to not only accept flaws in their lives but to wear imperfection with pride and turn them into positive traits.”
“The whole experiment was caught in a video that celebrates those who are brave enough to venture off the beaten tracks to find their own unique style,” Rosso explains.
A limited selection of the collection will be available for purchase online come 13 February.
[via Dazed, images via Diesel]
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