This Gucci oversize cotton T-shirt will set you back $1,500. You can pick up this Dior T-shirt with a feminist rally cry for $860. A mere $420 will get you a SAINT LAURENT star t-shirt.
But none of them compare to the frocks Diesel rolled out at the recent Art Basel Miami. With a price range of $370,000 to $5,500,000, Diesel’s white cotton tees are billed as “The Most Expensive T-Shirts Ever.” The catch: each comes with a “free” condo.
Let us explain.
It’s all part of the rollout for a new Miami real estate offering—the first for fashion company Diesel, which first veered into home decor with its Diesel Living brand of furniture and accessories. Each shirt is emblazoned with an image of a floorplan that correlates to the price of that new-home design. So, purchase the “D6-L7,” and you get a 1,900-square-foot, one-bedroom-plus-den, two-and-one-half-bath condo. Splurge for the “F2-L7” at $5,500,000, and you’ll be sitting pretty in a one-bedroom, one-and-one-half-bath, 2,376-square-foot penthouse.
The campaign was created for Diesel by New York startup agency Small, co-founded by former Saatchi & Saatchi Global Creative Directors, Luca Lorenzini and Luca Pannese, who “wanted to create a real estate campaign that was different from all the other real estate campaigns that are around,” they said in a statement. “With this campaign, Diesel, once again, decides to challenge conformity to create something totally unexpected.”
The launch was timed to take advantage of Art Basel’s draw given the Diesel-branded condo’s location in the Wynwood neighborhood, known as Miami’s Arts District. This former industrial area has crossed over from neglected to up-and-coming to here and now Currently the city’s hottest enclave, Wynwood is dotted with galleries, bars and breweries, popular restaurants, cool shops, and one of the most substantial open-air street-art installations on the planet. Diesel’s new offering, a partnership with Italian real estate company Bel Invest Group, will put buyers within the heart of this creative hub. It’s expected to commence construction in April 2020.
The eight-story, industrial-style building will boast 143 units. Diesel Wynwood will also include commercial space, with 24,000 square feet of street-level retail space, plus an interior courtyard, an art gallery, a meditation room, and a pool with roof deck. Designed by Zyscovich Architects, the building is also WELL-certified to promote health and well-being.