Success Stories

Inside Diesel’s Knockoff Pop Up Shop In NYC

Written by Arielle Crane

As logomania continues to infiltrate the retail industry, Diesel decided to play up the trend with its knockoff DEISEL pop-up on Canal Street in Soho. The pop-up shop, which opened from February 9th – 12th, was an ode to both the counterfeit culture and a celebration for people who embrace their imperfections.

As Diesel Founder Renzo Rosso explained to The Cut, “we were intrigued by the logo-mania trend and the world of counterfeit culture…so we engaged in this in our way”.

Inside The Store

NEW YORK, NY – FEBRUARY 09: Customers shopping at Diesel’s opening of a real knock-off store on Canal Street during NY Fashion Week on February 9, 2018 in New York City. (Photo by Presley Ann/Getty Images for Diesel)

With the pop-up shop tucked right between other knock-off shops, its outside was unassuming to a regular passerby, save for the 1,000+ people that came through the shop last Friday. On display were DEISEL one-off pieces like patchwork bomber jackets, and bootleg logo tees, hoodies and caps.

Rosso, who’s back at the helm at Diesel after focusing on other projects in his Only the Brave portfolio, is ready to infuse the brand with new, cool and “exclusive” projects. This pop-up shop was the first foray into this direction, and as Rosso stated, the pop-up was a way to get the brand closer to the consumer and cash in on “this particular moment for the logo”.

NEW YORK, NY – FEBRUARY 09: Customers in line at Diesel’s opening of a real knock-off store on Canal Street during NY Fashion Week on February 9, 2018 in New York City. (Photo by Presley Ann/Getty Images for Diesel)

These now limited-edition pieces leftover from the store will be live to purchase on diesel.com, until it runs out.

As more and more brands are trying to make a splash and stay relevant, the DEISEL pop-up shop was a great opportunity for the brand and its consumers to relate in an engaging, memorable way.

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About the author

Arielle Crane

Arielle is the Communications Manager at Storefront. Beyond offering up insights on the future of retail and pop-up shops, she also loves to write, travel and watch documentaries. She lives in Brooklyn, NY.