The Diesel brand has opened a pop-up store selling "fake" products. In a return to its old ironic roots, the owner, Renzo Rosso, who is also president of parent group OTB which owns brands such as Maison Margiela, Marni and Vivienne Westwood, says that "Diesel is back". The store, on Canal Street in New York, is part of a campaign focused on embracing imperfection. It appeared to be a fraudulent operation but, unbeknownst to customers, the seemingly fake products were actually authentic, limited edition Diesel items. Even the store name was misspelt Deisel.

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