DIESEL secretly opened an authentic knock-off store called DEISEL on NYC’s 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 unsuspecting shoppers probably did not realize then, but the items they bought at the DEISEL store were actually one-of-a kind pieces specially crafted by 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 neighbors, 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.