Diesel Launches PRIDE Capsule Collection in Collaboration with Tom of Finland Foundation
by Adriano Batista
“Since the ’90s, Diesel’s advertisement campaigns have set a unique tone of voice, serving as an antidote to the status quo, normalizing taboos, flipping the script on stories of social injustices, minorities, absurd in society.” With that in mind, Glenn Martens wants Diesel to act more as a platform and amplify deeper, real, and amazing stories that can make a difference in the world we live in today.
Just in time for Pride, Diesel has partnered with the Tom of Finland Foundation on a multi-part project. This includes a two-installment art show (between Venice, Italy and Paris, France) called “AllTogether” curated by Tom of Finland Foundation and The Community.
“We want to bring a light to a long legacy of queer imagination and perseverance worldwide. Stories of artists in which many have faced discrimination and misrepresentation due to the nature of who they are and what they create. This is the Tom of Finland Foundation’s first such exhibition of its kind outside of Tom House in Los Angeles, and it has been entirely and proudly underwritten by Diesel.” – said Glenn
To give further visibility to this legacy, the designer created a special Pride 2022 capsule collection with the artwork of some of the same artists of the exhibition that have been curated by the Foundation. The capsule has been lensed by Spyros Rennt, showcasing Berlin, Germany’s queer scene—which, just 70 years ago, was still persecuted. This battle is still to be fought in so many parts of our world.
“This layered approach demonstrates my own viewpoint—and Diesel’s position—of needing to amplify our social responsibility. I look forward to celebrating Pride with all of you, and for you to be part of this story with us as this partnership continues.“
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