In celebration of their Fall 2020 campaign, “Unforgettable Denim,” Diesel hosted a one-of-a-kind multi-day pop-up event in New York City over the weekend.

The “Ride or Die[sel] for NYC” Pop-Up featured a Diesel custom-wrapped truck displaying New York City-specific merchandise along with Diesel denim and a Diesel Souvenir Stand with exclusively-designed products for sale, as well as shareable photo moments, and support for local NYC businesses through a playful scavenger hunt. If customers produced two or more receipts from specifically designated local business, they received a special Diesel branded souvenir and a limited-edition Diesel denim tote bag  with any apparel purchase.

Guests, including actor Nico Tortorella, Bethany C. Meyers, Michael Rainey Jr., son of rapper Snoop Dogg and UCLA football player, Cordell Broadus, recording artist Justin Starling, model/DJ Alexandra Richards, and more, were on hand to check out the new NYC-themed Diesel products and souvenirs created to support local businesses.

The Diesel Fall 2020 campaign, “Unforgettable Denim,” is an homage to the unforgettable memories and stories told through every pair of denim. The two-month campaign follows the stories of influential figures: skateboarder and model Evan Mock, normally a resident of New York City, who chose to isolate in Mallorca, Spain to reconnect with nature; actress Julia Fox found unexpected and restored love during lockdown; and dancer and content creator Donte Colley, took time to look inward and became an advocate for mental health and spreading positive messages through his videos. The campaign was photographed by RAYSCORRUPTEDMIND, who art directed and shot the campaign virtually, with each talent working remotely from across the globe, reinforcing Diesel ’s drive for innovation, resoluteness of spirit and making the best out of 2020.

Scroll through the gallery above to see more pics of the pop-up.