Diesel is standing up to negative criticism on social media by dedicating a special Fall/Winter 2018 capsule to all of its virtual assailants. Called HAɄTE COUTURE, the bold collection features denim jackets, hoodies, T-shirts and more items embellished with actual, hateful words directed at the label such as “Diesel is dead” and “Diesel is not cool anymore.”
Taking the collection one step further, Diesel enlisted a slew of celebrities such as Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, and more A-listers to design unique products using some of the worst comments they have ever received. From Nicki Minaj’s “The Bad Guy” text to Gucci Mane’s “F*ck You, Imposter” phrase, the brand had no restraints in purveying any remark on apparel items no matter how cruel-sounding it may be.
“The truth is this: the more you expose the hate you get, treating it with irony and irreverence, the less power it has to cause harm,” said Diesel. “This is why we are launching HAɄTE COUTURE. A unique collection designed to do just that: disempower hate.”
Coinciding with the collection is a short film featuring the celebrity cast clad in the items they’ve designed. Moreover, Diesel wants to extend the “wear hate” gesture to everyone across the globe. Starting October 6, the label will allow its customers to personalize the new collection, inviting folks to create and wear “the worst comments they have ever received,” as per a statement. Customization for the collection will also be available in Yorkdale, Aventura and Soho locations starting on October 12. Conclusively, Diesel will make a donation through the Only The Brave Foundation in support of anti-bullying and cyberbullying programs worldwide.
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