Besides plenty of celebrity models, this year’s New York Fashion Week shows have featured lots of high fashion, along with dogs, babies, and robots on the runway. At the same time, on a lower Manhattan street known for selling counterfeit merchandise, you can find some garments bearing the label “Deisel.” That brand name might look like a misspelling of “Diesel,” but believe it or not, the letter mix-up is intentional.
Instead of putting on a show during Fashion Week, the Italian brand Diesel opened a pop-up shop on Canal Street using the brand name “Deisel.” The company’s founder, Renzo Rosso told AFP: “…we created a fake product, a fake name, and we came to the counterfeit district.”
Rosso told AFP that more than a million counterfeit Diesel products are sold annually. And, according to The New York Times, Diesel shut down more than 80 website selling counterfeit products last year. Rosso said: "We have so many counterfeit products all over the world I thought, 'Why can't we play with this problem that we have?'"