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Diesel Amplifies 30th Anniversary Plans

Diesel continues to ramp up plans to celebrate—and promote—its 30th anniversary.

NEW YORK — Diesel continues to ramp up plans to celebrate—and promote—its 30th anniversary. 

The Italian denim giant has added soul legend Chaka Khan to its lineup of performers for its “xXx” fête on the Brooklyn waterfront on Oct. 11, joining the hipster-beloved acts M.I.A., N.E.R.D. and Hot Chip. The party will be part of a series of mega-bashes Diesel is throwing in a 24-hour period in 17 cities around the world, all broadcast live on Diesel.com, as reported. The Brooklyn party is expected to host 5,000 revelers, including Diesel founder and owner Renzo Rosso, VIP’s and Diesel customers who pick up a limited number of tickets in New York stores on Oct. 10. 

Additionally, on Oct. 10, Diesel will sell for that day only a pair of special anniversary jeans for 30 euros in its European stores, and $50 in select U.S. stores and online. The normal starting point for Diesel jeans is $160. 

The “Dirty Thirty” jeans will be available in two top-selling styles: the Heeven for men and the Matic for women. The design features unique detailing such as a back patch with the xXx logo and customized “Diesel 1978” buttons. 

20,000 pairs of the jeans will be available worldwide, with 8,000 of those to be sold in the U.S.