Diesel Introduces Deisel — A Collection of Fake Fakes

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Diesel fake Deisel pop-up store New York Canal Street

As part of its #GoWiththeFlaw campaign, Diesel has introduced Deisel — its own knock-off label and fake collection. Its description:

Diesel’s own knock-off brand celebrates those who blatantly disregard the style status quo and stubbornly wear whatever the hell they want. This is the ultimate collection for anyone
who wants to show off their unique fashion sense. Not all fakes are fake. Introducing the one-of-a-kind, limited-edition Deisel knock-off collection. #GoWithTheFlaw

Diesel fake Deisel pop-up store New York Canal Street

It’s available on February 13th on its website and now in New York, for a limited time. As part of the inside joke, it has opened a cheap-looking boutique on NYC’s Canal Street, known for its knock-off goods and an ad hoc “Quick, the cops are coming!” retail aesthetic.

Diesel fake Deisel pop-up store New York Canal Street

“There’s always been knockoff culture,” founder Renzo Rosso explained to Dazed.

“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 also want to inspire people to not only accept flaws in their lives but to wear imperfection with pride and turn them into positive traits,” he added.

Opened during New York Fashion Week, after rapper Gucci Mane promoted it (above) to his 7.7 million followers on Instagram, the scene at the store turned into this:

419 Broadway pull up we got new @diesel shout MrRosso for a great time!

A post shared by Gucci Mane (@laflare1017) on

See more in the video below:

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