Diesel's exorbitantly priced t-shirts come with 'free' apartments

The fashion brand is supporting its move into real estate with an apparel-led campaign

Published On
Dec 03, 2019

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Diesel, the Italian fashion brand, seems to have gone berserk with its pricing. The retailer has debuted a new line of t-shirts, with prices ranging from the the hundreds of thousands to as much as $5.5 million. But with each, the brand is also throwing in a new condo, for  "free."

This is all actually apart of a campaign for the company's new business venture: it's moving into the real estate world with a Diesel-branded condo building in Miami, Florida. 

The 143-apartment Diesel Wynwood development is a partnership with real estate company Bel-Invest, and= to promote the new homes, the company has employed yet another out-of-the-box strategy by asking people to buy "the most expensive t-shirts in the world."

The tees are decorated with floor plans of the apartments that buyers will "receive" with purchase, but a disclaimer in small print below spells the joke out for those who might take it a little too seriously. 

Press, OOH and online ads featuring the idea were created for Diesel by New York startup agency Small, the agency that also conceived the fashion brand's recent "transparent" luggage tie-up with Samsonite. With Diesel, "we wanted to create a real estate campaign that was different from all the other real estate campaigns that are around," said Founders Luca Lorenzini and Luca Pannese said in a statement. "And this is how 'the condo t-shirts' was born. With this campaign, Diesel, once again, decides to challenge conformity to create something totally unexpected.”