By  on June 26, 2008

PARIS — Partiers at Denmark's Roskilde Festival this year can forgo buying the traditional T-shirt and instead proclaim they attended the iconic music show by snapping up a pair of jeans.

Italian denim label Diesel has created limited edition jeans as part of its co-branding efforts with the music festival, which launched in 1971 and will kick off on July 3. Diesel will introduce one women's and one men's style, a first for the brand, according to Sergei de Candial, Diesel Denmark's marketing manager.

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