MIAMI, FLORIDA - DECEMBER 04: View of DIESEL Wynwood 28 T-Shirts as DIESEL celebrates the exclusive launch of DIESEL Wynwood 28, their first residential building, with a DJ set by Amrit at Barter on December 04, 2019 in Miami, Florida. (Photo by Craig Barritt/Getty Images for Diesel)


For the first time ever DIESEL, together with the real estate group Bel-Invest, has entered the world of real estate with the first residential DIESEL building, located in Miami, Florida. 

And what was the workaround to keep clothes front-and-centre in the project, starting from the launch? An unconventional advertising campaign called “The Most Expensive T-Shirts Ever”: 143 unique tops that cost the approximate of a new dwelling, each t-shirt featuring a front-facing printed graphic of one of 143 apartments at DIESEL’s Wynwood condo development. 

With near certainty, the company claims that these are “the most expensive t-shirts in the world.” T-shirt “D6-L7”, for example, clocks in at a tab of $1.049.000. T-shirt “F2-L7” has a price tag of $5.500.000. But if you buy one, you get a new home—in DIESEL’s brand new Wynwood condominium for free.

The campaign launched this week during Miami Art Basel and features a typical high-end (and at the same time high-street) fashion campaign approach, with DIESEL’s unmistakably ironic touch. 

Before deciding to buy one you can also have a sneak peek at how the apartments will be, starting from December 4th at the Diesel Wynwood Condominium – 148 NW, 28TH ST, Miami. DIESEL celebrated the exclusive launch of the DIESEL Wynwood 28, their first residential building with the likes of Brandi Cyrus, Paris Hilton, Patrick Pires, Purple, Alec Monopoly, and Alexa Dellanos.

Sales are open, what are you waiting for?