@brandbosshq: Diesel opened a FAKE store to sell REAL Diesel. 🤯 In 2018, they quietly launched “DEISEL” on Canal Street in NYC, right in the middle of counterfeit central. Shoppers thought they were buying knockoffs… but the clothes were legit, one‑off pieces designed by Diesel and tagged with the misspelled logo to blend in with the fakes. Once the stunt was revealed, the pop‑up was mobbed, 1,000 unique items sold out in days, and pieces started flipping online for several times what people paid. It turned counterfeit culture on its head and generated millions of earned impressions almost overnight. So here’s the question: was this genius brand building, or did Diesel accidentally train people to wait for discounts and “gotcha” moments? Long term, is a stunt like this good or bad for the brand? Drop your take in the comments 👇

BrandBossHQ | Brand Strategy

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Wednesday 17 June 2026 14:38:06 GMT

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Comments

markwilliamstexas :

Why give up your branding efforts. It’s a bad idea.

2026-06-19 11:57:22

The Bama Matt :

Just skip name brands unless its truly a better product !

2026-06-19 16:37:51

Leo George William Smith :

even if they make a ton of money it's still a bad idea

2026-07-07 17:04:58

www.omoroibags.com :

I find it confusing

2026-06-29 15:52:57

maverandrej :

Smart campaign. It’s about the inovative approach, they don’t need establishment, they need more eyes on the brand.

2026-06-17 15:21:17

thefoxymarketingclub :

Not a huge fan of the idea unless they're wanting to attract new customers who are discount driven impulse buyers or if they want to make a brand association with streetwear/grit, but I don't know their concept testing.

2026-06-17 15:07:03

nikolai.hoppensack :

Just a splash 💦 and then quiet again… clever move: prove of quality in there - I say good if they got the guts to not cave when the discount buyers start posting their… opinions.

2026-06-19 15:32:25

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