Why Diesel Opened a Deceptive NYC Pop-Up Store Selling Knockoffs of Its Own Clothes

Inside the brand's New York Fashion Week stunt

The brand misspelled its own name on labels and signage. Dianna McDougall for Adweek

Last week, something that by all appearances was a small knockoff store popped up out of nowhere on Canal Street in New York. It looked pretty much like any other knockoff store—plastic hangers; neon “sale” and “buy 2, get 1 free” signs in slightly messy handwriting; and boxes upon boxes of sweaters, shirts and other items piled in the middle of the small store. It definitely wasn’t a place a fashion brand that wants to be taken seriously during New York Fashion Week would dare be found.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.