Diesel Launches “World’s Most Expensive T-Shirt Ever”

Highlighting the universal appeal of the basic t-shirt, Italian fashion brand Diesel is selling a line of t-shirts with prices ranging from $370,000 to $5.5 million. Each shirt also comes with a free condo in Miami, Florida, and is decorated with the unit’s floorplan.

The company’s new offering is tied to its move into real estate with the 143-unit Diesel Wynwood condo development. The $5.5 million F2-L7 shirt, for example, comes with a “free” 2,376 square-foot, one-bedroom, one-and-a-half bath penthouse. While the property is listed on the brand’s online shop, it includes small print that reads, “This legal note is to alert you, in case you didn't get it, that the apartments are not really for free. And no, you will not get a free luxury apartment when you buy a t-shirt at that price. You're actually paying for it. To be totally honest, it’s probably more the opposite: you buy an apartment and you’ll get a t-shirt for free.”

The campaign is the product of New York agency Small. A statement from its founders reads, “We wanted to create a real estate campaign that was different from all the other real estate campaigns that are around. And this is how 'the condo t-shirts' was born. With this campaign, Diesel, once again, decides to challenge conformity to create something totally unexpected.”

filed under December 2019
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