New York – Diesel’s founder, Renzo Rosso, hopes to reinvigorate interest in the brand with a new pop-up that will stock branded ‘fakes’. ‘Diesel is back,’ said Rosso. ‘Diesel is modern. Diesel is a unique brand. Diesel is still alive with the real irony and with the real DNA that it used to have before.’
Known as Deisel, the purposefully misspelt branding will convey the idea that imperfection should be celebrated. Situated on Canal Street, a hotspot for fake designer outlets, the inconspicuous pop-up camouflages into its surroundings giving no exterior signal that the products within are in fact limited edition from Diesel itself.
As explored in our opinion piece, consumers are increasingly interested in the idea of a product beyond the product itself, leading to an acceptance of fakes as prized items in their own right.