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Diesel Uses T-Shirts to Promote New Miami Luxury Condos

Diesel is redefining what it means to be a household name.

The Italian denim company  launched a campaign to mark its newest business venture: Miami real estate. And true to the brand’s history of buzz-worthy advertisements, it’s dabbling in housing with a memorable marketing strategy.

Diesel is bucking tradition by promoting the luxury condos through basic T-shirts. The brand took to social media this week to debut a collection of 143 T-shirts called the “The Condo T-Shirts—The Most Expensive T-Shirts Ever.” Each shirt features a different floorplan and retails for the price of the unit, joking that the condo is free with the purchase of a tee. T-shirts (err, condos) in the ad come with price tags as high as $4.4 million.

The campaign was created by marketing agency SMALL and directed and photographed by Hernan Corera.

In 2018, Diesel partnered with real estate group Bel Invest Group to open Diesel Wynwood, a development space in Miami’s arty neighborhood. With walls painted in gradient coloring, marble accents and numerous mirrors that reflect natural light, the condos serve up an eclectic style that merges industrial and natural elements and matches the brand’s futuristic aesthetic. The building is WELL-certified, meaning that is designed to promote health and wellness, and packed with amenities, including a pool, gym, meditation room, meeting space, lobby with an art gallery and a courtyard.

The building is designed by Zyschovich Architects and developed by Bel Invest Group, an international real estate developer with offices in Miami, Berlin, Barcelona and Venice.

Diesel first dipped its toes into the home market when it launched the Diesel Living collection in 2008. Since then, the brand battled bankruptcy, changed leadership and went through a renaissance. This year, founder Renzo Rosso noted that the Diesel is back in the clear—and consumers can continue to expect the unexpected from the brand.