diesel jeans


Diesel is Deisel for a few days in New York

Diesel jeans opened a secret Deisel pop-up store at Canal Street in New York. The secret Deisel store was a knock-off store which was open during the New York Fashion Week. The set-up of the store was like the rest of the stores at Canal Street which are mostly filled with fake rip-offs of famous brands. Diesel didn’t communicate about this pop-up store where they sold their limited edition Deisel collection. So most of the people thought it was all fake Diesel.

This marketing stunt by Diesel reminds me to their very strong advertisements from the mid ’90’s. Diesel became a very popular denim brand due their original way of promoting their new collections. (See their first lookbook from Fall Winter 1987-88 here.) Diesel is back with this strategy with this Deisel pop-up store and collection.

The Deisel store was open at Canal Street until the 12th of February, but the collection is available from the 13th of February at selected Diesel stores in New York. And also through Diesel.com. As the Deisel collection is made as a limited edition you have to be fast to get your hands on these authentic Diesel pieces.

Limited edition Deisel sweats by Diesel Jeans.

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Deisel pop-up store in New York.

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Watch the video of the Deisel ‘knock-off’ store in New York.


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.