55dsl, the “bad boy” of the Diesel stable, is launching in China. To announce the fact, we have (another) invite only DJ party, this time featuring Steve Aoki and Diplo.
It’s gonna be fun (probably), exclusive (probably), transient (definitely), and just another branded party in Shanghai.
It seems strange that Diesel are obviously spending lots of money on 2 DJ’s huge on the world scene, and yet choose to do no promotion. They are clearly positioning 55dsl as an “underground” brand, but we feel that they are taking it to an extreme. Rather than leveraging the show in the online and offline community, it seems that they are falling into the “fashion brand” trap of inviting Shanghai’s party ABC list to another club with a fashion show.