Diesel is opening its own knockoff pop-up in NYC

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  • New York’s Canal Street is known as a go-to for luxury knockoffs for consumers who want the latest It bag but without the hefty price tag. But from today, these fashion fans can get their hands on some real Diesel pieces that just happen to look like they could be fake.

    Opening later today is a ‘DEISEL’  pop-up which looks just like any other traditional knock-off shop but is in fact, real. Part of Diesel’s spring/summer 2018 campaign strategy, Go With The Flaw it will sell a series of t-shirts, sweatshirts, denim and caps all printed with the misspelt Diesel logo. And at knockoff prices too.

    Speaking to The Cut, Diesel founder Renzo Rosso, explained the reasoning behind the pop-up saying: “We were intrigued by the logo-mania trend and the world of counterfeit culture. So we engaged in this in our way: playful and ironic at the same time. There’s always been knock-off culture, otherwise we wouldn’t fight to protect our brand from counterfeit bringing on so many battles for this. But we want to celebrate people who embrace their imperfections and above all feel free to wear what they want, being relaxed about the style rules of today and at times ending up shaping the rules of tomorrow!”

    Diesel follows in the footsteps of a string of luxury brands who have played around with the ideas of knockoffs. Alessandro Michele previously collaborated with with the artist Gucci Ghost who painted ‘Guccy’ across bag in the 2018 cruise collection while there have been a series of ‘official fake’ Vetements pop-ups in various cities including Seoul.

    For those who want their own ‘DEISEL’ official knockoff, you can find the store on 419 Broadway, on the corner of Canal street, until Sunday, February 11th.



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