These New Diesel T-shirts Cost $5,5 Million

The Italian brand sells “the most expensive T-shirts in the world” in support of its first real estate project.

Italian fashion brand Diesel announced the launch of an unusual advertising campaign in support of its apartment complex in Miami. Diesel has released a unique line of t-shirts, which shows the layout of the new apartments. Each T-shirt buyer is invited to receive an apartment as a gift. 

The idea is that the t-shirts are “the most expensive in the world” – their value varies from a few hundred thousand to 5.5 million dollars. A total of 143 t-shirts with original prints, repeating the plans of all sold apartments, have been released as part of the campaign. 

Diesel, the fashion business manager of the company, entered the residential real estate market in 2018 by building the premium Wynwood condominium in Miami in partnership with real estate company Bel-Invest.  

However, the intention of Diesel to sell the T-shirt to the buyer for several million dollars should not be taken too seriously. Each item of clothing from a unique collection of small print is a warning of a disclaimer of liability. That is, advertising on the sale of apartments, on the one hand, is reliable; on the other – the contract is likely to be concluded on the sale of the residence, and the T-shirt from the Italian brand can be received as a gift. 

The advertising campaign for Diesel was prepared by the New York-based startup Small, which was previously noted for its successful cooperation with Samsonite. According to representatives of the agency, in the new campaign, not similar to all existing real estate market, Diesel “challenged the compliance to create something completely unexpected.