Go with the Fake. Diesel ‘rips-off’ their own brand

fashion branding
Fresh fashion irony hits the streets of NY?

In the quest for a new marketing edge, global fashion brand Diesel have come-up with an intriguing idea – to create ‘knock-offs’ of their own brand. Called; ‘Deisel’, the range seeks to build-on Diesel’s anti-establishment cred, celebrating those who choose not to buy into the high fashion game.


One of the challenges in fashion is to constantly come-up with campaign ideas that stay fresh, relevant, engaging and build on the brand’s proposition. Few (if any) other categories demand this constant creative flow of campaign ideas. Kudos to Diesel for staying on their game with this simple beauty of an idea.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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