Diesel's New Shirts Cost Up to $5.5 Million, but Each Comes With a Luxury Condo

Fashion brand launches into luxe real estate

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Why would anyone pay $5.5 million for a white T-shirt? It’s not even bedazzled!

Fashion giant Diesel, no stranger to stunt marketing, has launched a line of simple cotton shirts as a high-profile ruse. The apparel is just the window dressing, if you will, to the main attraction: the first Diesel-branded condo complex in Miami’s artsy up-and-coming Wynwood district.

Buy the outlandishly priced article of clothing and get a luxury dwelling for “free.” Or if you’re pseudo-slumming it, there’s a version for $370,000.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in