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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.
This story first appeared in the June 26, 2008 issue of WWD. Subscribe Today.
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.
The women’s style, a dark-washed, slim-fit design with low pointed back pockets dubbed the Clush, features the event’s distinctive orange logo above the front pocket — a miniature version of its famous orange canopy stage. The dark wash is intended to remind consumers of dancing in mud.
With a price tag of 161 euros, or $250 at current exchange, only 1,000 pairs will be sold at the festival, at the Diesel human car wash stand, where attendees will be able to take a bath and have their jeans washed and dried for free, regardless of brand.
The Roskilde pairs are already available in Diesel concept stores in Nordic countries and on the festival Web site.
To create in-store buzz in the days before the festival, Diesel week will host a challenge where the fastest person to put up a tent outside its Copenhagen store wins tickets. The second fastest will be invited to spend the entire night in the store’s window display in a tent that is part of Diesel’s Roskilde promotion. The second-place winner will receive VIP tickets.
The Roskilde collaboration is part of Diesel’s initiative to reach Scandinavia’s trendsetting audience. The four-day event draws some 75,000 people, more than half of which are usually from outside Denmark. The lineup of 175 acts this year includes Radiohead, the Chemical Brothers, M.I.A., Cat Power and Jay-Z.