Diesel secretly opened a fake-looking pop-up store called DEISEL on NYC’s Canal Street in time for New York Fashion Week last month.
Canal Street in New York’s Chinatown is the place in New York City to buy fake handbags, wallets, perfumes and watches.
The pop-up was very far from Fifth Avenue and the other fashion destinations, and was right in the middle of New York City’s most famed counterfeit fashion destination.
The unsuspecting shoppers probably did not realize then, but what they shopped for were actually one-of-a kind pieces specially crafted by Diesel’s design team disguised with fake Deisel branding.
The pop-up played into the modern viewpoint of logos as wearable status symbols.
The unsuspecting but lucky shoppers got to snag Deisel pieces, which are likely to become collectors’ items.
A quick check on eBay reveals only a couple items being sold at $170.
The Canal Street store experiment was caught in a video that celebrates the infatuation for designers’ goods at discounted deals.
Publicis New York, in collaboration with Publicis Italy, was behind this playful and cheeky pop-up.
In the Philippines, Diesel is exclusively distributed by Stores Specialists Inc., and is located at Bonifacio High Street Central, Greenbelt 3, and Power Plant Mall.