To the confusion – and ridicule – of several people shopping there, Diesel secretly opened an “authentic knock-off store” at which clothes were branded “Deisel.” Yet those who bought the supposedly fake Diesel stuff were actually buying one-of-a kind pieces specially crafted by the Diesel design team.

Rafael Segri & Kiko Mattoso: “Diesel is one of the most counterfeited brands in the world. It’s great to see a brand that plays with a problem, assuming and making it a positive point. The “Go with the flaw” new brand concept line works perfectly for this activation. It’s a very funny idea, the store sellers are hilarious, and the fact that the “knock-off” Deisel products had knock-offs online just few days later makes it even better.”