Connect with us


Diesel Launches Knockoff Pop-Up

The ‘Deisel’ counterfeit-inspired pop-up on Canal Street runs through Feb. 12



Diesel (Breganze, Italy) has opened an “official knockoff” pop-up store today on Canal Street in New York.

The pop-up is inspired by the culture of namebrand knockoffs and plays to that theme with the intentional signage typo that says “Deisel” rather than “Diesel.”

“We were intrigued by the logo-mania trend and the world of counterfeit culture,” explained Diesel Founder Renzo Rosso, according to The Cut. “So we engaged in this in our way: playful and ironic at the same time.”

Rosso went on to say that the company wanted to use this as an opportunity “to celebrate people who embrace their imperfections and above all feel free to wear what they want.”

The pop-up opens today at noon and will feature one of a kind “Deisel” pieces including hats, T-Shirts, sweatshirts and a limited-edition denim collection, with prices ranging from $10 to $200. It will run through Monday, Feb. 12.




Exclusive Webinar: Beyond Digital Signage Onto Digital Experiences - Vision Over History

Watch this exclusive webinar and join Epson on a journey to discover the ways in which the creative community is embracing projection technology and how projection is being used to transform spaces into immersive, magical and awe-inspiring experiences.

Promoted Headlines

Most Popular