Diesel is one of those brands I particularly love to hate. The commoditise rebellion, suffocate it in a plastic shopping bag and sell it. Here’s one of their witty adverts – but outside of the advertising agency, Diesel’s ‘outfitters to the outlaw’ stance is lame. When rioters raided their Manchester store last year, the brand was only using CCTV to catch those who aspired to overpriced sweatshop denim, but didn’t contribute to the corporation’s coffers. Watch CCTV footage here.
Other Fashion brands with street pretensions including Puma, Nike and Full Circle have used CCTV as a shorthand for edgy and urban. In 2008, Manchester based label Bench, ran a whole advertising campaign called ‘CCTV Generation’. But CCTV is about protecting stock not people – and advertising always lies.
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