Diesel has teamed up with cult Berlin-based kebab kiosk, Mustafa’s Gemüse Kebap, for a limited edition collection drop.
The line launched last weekend at Zalando’s customer-facing trade show, Bread & Butter, a model aiming to emulate the success of ComplexCon in the US by hosting immersive customer experiences, exclusive drops and live music. At the event, Mustafa himself was also serving his popular kebab creations.
In line with the Italian brand’s satirical approach to fashion, Diesel is hoping to challenge what is expected of typical collaborations with this launch – where one brand piggybacks on another’s ‘cool’ factor through limited edition clothing that targets the trend-driven demographic. It also serves as commentary on how collab-obsessed the younger generation (and subsequently, brands who wish to target such customer) have become.
The Diesel x Mustafa collaboration includes jumpers, t-shirts and hats, and will also be available for sale on diesel.com and at selected Diesel stores worldwide.
Diesel’s latest initiative follows on from previous marketing activity that serves to reinforce the brand’s commitment to celebrating the unusual, and doing so with a sense of humor.
In January this year, it launched its “Keep the World Flawed” campaign, which included a video with digital Easter eggs in which everything was just slightly off; in February, it launched a “Deisel” pop-up store at NYC’s Chinatown neighborhood, selling ‘fake’ versions of its designs; and most recently in May, it launched the prototype for the world’s most uncomfortable meeting room, aiming to keep meetings as short and efficient as possible, while making fun of the fact they are often unnecessary.
Earlier this year, TheCurrent also featured Stefano Rosso, Diesel’s CEO of North America, on TheCurrent Innovators podcast, where he talked about the idea of challenging conformity.