The Italian clothing retailer now offers its own line of authentic knockoff items in its new NYC store, purposefully misspelled "Deisel"

Italian fashion brand Diesel took an interesting approach to battling counterfeiters in New York City. They recently opened a small pop-up shop in Chinatown at 419 Broadway to sell knockoff versions of their own products at bargain prices.

It was easy to spot the fakes. The labels of the bootleg items as well as the storefront sign misspelled the brand’s name “Deisel.” Unlike actual knockoffs, though, the Deisel merchandise is “genuine, limited-edition Diesel,” according to a video the brand released.

The knockoff store on Canal Street was scheduled to close on Feb. 12 because everything had sold out, but the merchandise—including Deisel tee shirts, sweatshirts and jeans—will be available online starting on Feb. 13.

“This is the ultimate collection for anyone who wants to show off their unique fashion sense,” according to  Diesel‘s site. The campaign was the product of New York agency Publicis.

Diesel

Italian fashion brand Diesel took an interesting approach to battling counterfeiters in New York City. They recently opened a small pop-up shop in Chinatown at 419 Broadway to sell knockoff versions of their own products at bargain prices.

It was easy to spot the fakes. The labels of the bootleg items as well as the storefront sign misspelled the brand’s name “Deisel.” Unlike actual knockoffs, though, the Deisel merchandise is “genuine, limited-edition Diesel,” according to a video the brand released.