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  • Diesel's 'pre-internet' shoe challenges users to disconnect from the online world
  • Diesel's 'pre-internet' shoe challenges users to disconnect from the online world
    Diesel (2012) ©
CASE STUDY

Diesel YUK relaunch: promoting ‘pre-internet’ experiences

Rebellious fashion brand Diesel is encouraging people to go offline. Is this just controversy, or does it reflect a real and growing disillusionment with online experiences?

Location Global

Scope
Rebellious fashion brand Diesel is encouraging people to go offline. Is this just controversy for controversy’s sake or does it reflect a real and growing disillusionment with online experiences?

At a time when most brands are anxious to find even better ways to connect with youth and catch up with the fast-paced digital age, Diesel has taken the counter-intuitive approach and invites the world to disconnect, take a step back to the pre-internet times and do 'real' things.

The occasion of the call to go offline is the international relaunch of the 1993 classic YUK ...

Canvas8