Diesel launches a collection of the "most expensive t-shirts ever"

By

Gabriella Lacombe

Published
Dec 5, 2019

Italian denim brand Diesel has launched a new retail initiative in order to boost its first residential real estate project, selling the “most expensive t-shirts ever.”  

'The Condo T-Shirts' are a collection of 143 t-shirts, each featuring a corresponding floorplan of an actual unit in Diesel’s residential development located in the Wynwood neighborhood of Miami, Florida.

Each shirt retails for the approximate cost of a unit: for example, the “D6-7L” shirt is priced at $1.049 million, while the “F2-L7” t-shirt costs $5.5m. Those who purchase a t-shirt get the corresponding condo “for free". 

The Condo T-Shirts campaign was created for Diesel by creative agency, Small.

Diesel developed the condos with Vicenza, Italy-based real estate company Bel-Invest in November 2018, while the building is designed by Zyschovich Architects.

Located at 148 NW, 28th Street in Miami, the Wynwood condominium includes decorative elements of concrete, golden mesh, pipes, and metal, with an exterior featuring black brick, wood screens and broad glass windows.

Special amenities for residents include a pool, gym, meditation room, meeting space, open-space lobby and an art gallery.