We’ve come to expect creatively quirky campaigns from Diesel (remember “Be Stupid” from the Diesel Vietnam Launch?). The latest doesn’t disappoint.

Last Friday, April 22 at the Diesel Store in Zen Plaza, the company unleashed its Diesel Island campaign, which conjures up an island utopia for fans of the brand. Residents of Diesel Island are free to be as “colourful, courageous, individualistic or merely stupid” as they like.

Images for the campaign depict some rather good-looking pioneers sailing up to a tropical paradise, planting a flag made of denim, and surveying their new domain. On the Diesel website, you can explore maps of the island, watch a video history, or learn the national anthem, which has, as a chorus, “We are the least f--ed up country of all.”

In the end, though, it’s about the clothes. As you’d expect from Diesel, the line is heavy on the denim, with khakis, knotted tees, and distressed canvas bags hitting on the island theme. Right in step with that theme, the Diesel event also launched a 30-day no wash turbodenim challenge for six participants from HCM City’s fashion, creative and entertainment spheres. After a month of wear, we’re sure their denim will look perfectly worn-in – and fit for an island adventure.
 

Diesel Store, Zen Plaza – 56 Nguyen Trai, District 1
 

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