Diesel's most expensive t-shirts come with a condo in Miami
In light of the launch, Diesel launched a 'buy one, get a home free' campaign, in which consumers can buy "the most expensive t-shirts ever" and get a condo as an added benefit.
The campaign was designed to keep the clothes front-and-centre in the project.
As such, it revolves around 143 tops that cost the approximate of a new dwelling, each t-shirt featuring a front-facing printed graphic of one of 143 apartments at the condo development.
T-shirt “D6-L7” clocks in at a tab of $1,049,000, while t-shirt “F2-L7” has a price tag of $5,500,000. But of course, if you buy one, you get a new home thrown in.
Nature and urbanity
This is the fashion brand’s first foray into the world of residential real estate.
Bringing light into living spaces, the apartments feature gradient walls and discreetly-reflective surfaces that capitalise on the sun. Living spaces are rendered in varying shades according to their directional orientation.
The symbiosis of nature and urbanity at Diesel Wynwood sees the building’s tropical greenery complemented by bold industrial materials of concrete, golden mesh, pipes and metal. Graffiti-etched cement walls recall the scene of renegade murals that define the artistic neighbourhood.
Clad in black brick with minimalist wood screens and broad glass windows and a daring gradient finish on the structure, Diesel Wynwood reflects the warehouses of the neighbourhood in an avant-garde key.
