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Diesel Opened its Own Knock-Off Store During NY Fashion Week

‘DEISEL’ was actually an activation pulled off by Publicis New York in collaboration with Publicis Italy

Diesel Opened its Own Knock-Off Store During NY Fashion Week

A few days ago, Diesel secretly opened an authentic knock-off store called Deisel on Canal Street, very far from Fifth Avenue or the other fashion landmarks, and right in the heart of New York City’s most famed fake-fashion destination. The activation was created by Publicis New York in collaboration with Publicis Italy. 

The unsuspecting shoppers probably did not realise then, but the items they bought at the Deisel store were actually one-of-a kind pieces specially crafted by the Diesel design team disguised with fake Deisel branding. Those lucky shoppers took home some rare pieces, very likely to become collector’s items. Operating in the original style of its Canal Street neighbours, the store’s interiors and selling experience played out authentically, and the whole experiment was caught in a video that celebrates those who are brave enough to venture off the beaten path to find their own unique style.

Andy Bird, Chief Creative Officer, Publicis New York, commented, "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. 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.”

Publicis New York Executive Creative Directors, Luca Lorenzini and Luca Pannese, concluded, “When we were young creatives we only had one dream: working with Diesel. 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.”

Bruno Bertelli, Global Chief Creative Officer Publicis WW, commented: “This time it’s not Diesel challenging conformity. This time it’s Diesel rewarding those who do. A brave shift from brand idea to consumer attitude.”

If you missed the deal, no worries, you might still have the chance to get your DEISEL piece if anything is left! From today and for the next three days, try your luck at our DEISEL store on 419 Broadway, at the corner of Canal Street. And if you also miss this chance, try finding them online. Some of the lucky shoppers that got them at knock-off prices may decide to sell them, or you can always try to buy them in very limited edition on Deis… no sorry, on from February 13.

Brand: Diesel

Creative Agency

Creative Agency: Publicis New York

Copywriter: Bryce Hooton

Art Director: Kristen Koop

Executive Creative Director: Luca Pannese, Luca Lorenzini, Cristiana Boccassini (Italy)

Chief Creative Officer: Andy Bird

Executive Producer: Tim Legallo

Digital Creative Director: Milos Obradovic, Mihnea Gheorghiu (Italy)

Business Manager: Adrienne Ludvigsen

Account Management: Barbara Pusca, Camilla Poli (Italy)

Associate Creative Director: Bryce Hooton, Kristen Koop

Chief Production Officer: Lisa Bifulco

Head of Social: Stefano Perazzo (Italy)

Strategic Planner: Noa Dekel (Italy)

Social Media: Doina Tatu (Italy)

Global Chief Creative Officer: Bruno Bertelli

Account Director: Melanie Lyon, James Bundy

Production Company

Production Company: Rival School Pictures

Executive Producer: James Blom

Director: Andrew Lane

Production Co-Ordinator: Doug Smith

Production Assistant: Connor Vassar


Edit Company: Cosmo Street

Editor: Aaron Langley

Producer: Paolo Solarte


Music Supervision: Stabbiolo Music

Audio Post Production: Duotone

Category: Accessories , Clothing/fashion

Genre: Experiential