Feb 22, 2021
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Diesel brings new pop-up concept to Amsterdam PC Hoofstraat and Tyson’s Corner Center

Feb 22, 2021

Only The Brave (OTB)-owned Italian clothing brand Diesel has unveiled a new pop-up store concept in both Europe and the United States; bringing the model to Amsterdam PC Hoofstraat and Tyson’s Corner Center in McLean, Virginia. 


The new store concept is the first of its kind under Glenn Martens, who was named as Diesel's new creative director in October of 2020

Both pop-ups will feature an assortment of seasonal products for women and men from Diesel’s spring/summer 2021 drops, as well as the brand’s pre-fall 2021 collection.

Centered on the brand's heritage and 'For Successful Living' slogan, the interior design of both stores highlights the brand's red color and features the 'For Successful Living' phrase distorted and printed across the entirety of both stores, only legible when viewed from their entryways. According to the brand, both stores will uphold local Covid-19 health protocols. 

"Diesel’s new cultural vision is set to refresh its existing retail model by the end of the year by curating both shopping elements and experiential immersions," the company said in a press release.

"This new form of business is the future of physical brand interaction and will be visible by the end of the year in the first Diesel Hub that will open in Shanghai."

In addition to the Diesel brand, OTB also operates as the parent company of Maison Margiela, Viktor & Rolf, Marni and Amiri, among others, and is currently eyeing the possibility of acquiring the Jil Sander brand. This month, the company reported sales and profits damaged by the impact of the Covid-19 pandemic, seeing consolidated turnover fall 14.3% to €1.317 billion ($1,596 billion) in the 12-month period while net sales were €1.238 million.

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