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Sneaky storefront embodies brand’s new focus on ‘flaws’

What’s even better is that the concept is perfectly on brand. Diesel last year launched a global campaign around celebrating flaws—a campaign that saw this new spot launch a few weeks ago. And the Deisel products—actual high quality goods, but with a glaringly bogus logo—fit wonderfully into that positioning.

The shoppers who bought the seemingly bogus goods were in for quite a surprise, too: The pieces were one-of-a-kind, specially crafted by Diesel design team, and “very likely to become collector’s items,” the brand says. We have no idea what effect this move will have on the actual problem of knock-offs, but it’s crazy fun for a global brand to embrace that netherworld in such a creative way.

The brand even goes further and salutes the Deisel buyers, who gladly absconded with what they believed were fake goods, for being “brave enough to venture off the beaten path to find their own unique style.”

The store is back open today (Feb. 9) through Monday, for anyone who wants to run over there and pick up some deals.

“Only a brand with a fierce legacy of innovation has the courage to storm Fashion Week conventions with a knock-off brand, sold street-wear style, on Canal Street,” Andy Bird, chief creative officer at Publicis New York, said in a statement. “Diesel has been breaking conventions in the fashion world for 40 years. Here they are again, taking a direct-to-consumer twist on fashion marketing, smack in the center of one of the largest fashion-centric events in the world. Now that’s a real fashion statement.”

“When we were young creatives we only had one dream—working with Diesel,” Publicis New York executive creative directors Luca Lorenzini and Luca Pannese said in a joint statement. “We were literally in love with anything that was coming from them, both in fashion and advertising. And now we’ve been lucky enough to finally work with them. Pushing the boundaries of creativity is easier when you work with someone who has being doing it for years. Canal Street is not exactly the location you think of when it comes to New York Fashion Week. Only a brand that’s been challenging conventions since the beginning, like Diesel, could literally take this road less traveled.”

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