This Blatant Knockoff Diesel Store on Canal Street Is a Real Diesel Store in Disguise

Sneaky storefront embodies brand's new focus on 'flaws'

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Here’s a brilliant little stunt from Publicis timed to Fashion Week New York—a storefront on Canal Street called Deisel that appears to be a blatant knock-off store, but which is actually an official Diesel store in disguise.

Canal Street, of course, is home to a notoriously sprawling marketplace of knock-off goods. Counterfeit Diesel products wouldn’t be out of place at all there—which is why it’s such a clever idea for Diesel to open what is probably the world’s first authentic knock-off store.

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