We remember when it was a struggle to dig up $20 for a concert tee with a band logo, but you did it anyway to wear as a badge of honor for having been there/done that. Now Springwise reports on Diesel‘s two interesting marketing campaigns at European music festivals this summer. First, Diesel will be hawking (for a whopping 161 euros) a limited edition pair of mud-resistant jeans designed especially for Denmark's Roksilde festival, one of Europe's largest with an expected 75,000 attendees. And at Pinkpop, a Dutch festival, Diesel provided showers, fresh towels, and “a little something for those pesky hangovers” – plus they handed out free Diesel underwear to a lucky few.

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