Fashion retailer Diesel opened a pop-up shop on Feb. 1 with its name misspelled, as part of a campaign by the brand to hark back to its beginnings and embrace imperfections. The Deisel store in New York City's Chinatown neighborhood sells actual Diesel styles with the misspelled label, as part of its Go With The Flaw campaign.
Diesel pop-up uses misspelled name to celebrate imperfection
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