This is where you’ll find a living archive of my projects, the work I’ve done with clients, and chonicles of my adventures as I change the world.
I’m a Miami-based photographer + brand strategist focused on defying the odds and telling the dopest stories for clients who are interested in doing the same.
I believe stories are the vehicles that move culture forward and there’s nothing more important today than strengthening cultural integrity across the arts, urban environments, fashion, and hospitality.
015 DIESEL Uses Fashion Success to Fuel Urban Renaissances
DOC 07-30-2024
Curiosity: What makes DIESEL so special? Category: Insights Few brands intersect fashion, art, and urban development with a more impactful mark than Diesel. The fashion brand is known for its daring and divergent approach to building immersive worlds for people to create in. Diesel carved out a niche in the fashion industry and embraced a role that extends beyond apparel — into the heart of urban redevelopment.
How it leverages its fashion success for civic investment gives us a blueprint for blending cultural and economic growth.
BRAND OVERVIEW AND PHILOSOPHY
Since 1978, Diesel has stood out for its innovative approach as a fashion brand. They were one of the first to adopt a lifestyle approach to branding, promoting not just clothing but an entire way of living to complement their products. The “For Successful Living” identity is reflected in its expansion into accessories, fragrances, home goods, and even collaborations with Fiat for a Diesel-branded car.
Living successfully means more than just how you style yourself. Diesel’s strategy for civic investment is just as bold as its fashion line and just as immersive.
Diesel Wall Art Project: Launched in the mid-2000s, Diesel Wall was an international art contest to transform large, unused urban walls into public art installations. Artists worldwide were invited to submit their designs, with winning artworks displayed on walls in cities such as New York, Zurich, Barcelona, and Manchester.
Diesel Art Gallery: Located in Tokyo, the Diesel Art Gallery is an exhibition space that hosts contemporary art from established and emerging artists worldwide. The gallery has featured every art form including installations, digital art, and photography, directly connecting the Diesel brand with the global art community.
The Pelican Hotel: A staple to Miami Beach, the Diesel-owned boutique hotel is known for its eclectic design, each room uniquely themed and decorated to reflect the aspects of the Diesel brand and lifestyle. This venture into hospitality allows Diesel to extend its brand experience beyond traditional retail sales.
LESSONS FOR THE CREATIVELY INCLINED
Diesel’s efforts help to prove alignment of business growth with community impact can go hand in hand. By sponsoring local art events or setting up collaborative spaces, smaller brands can support their communities — mirroring Diesel’s larger-scale initiatives on a more accessible level. Art collectors and curators can take this as an inspiration to build stronger relationships with fashion brands, create dynamic platforms for introducing new talents, and revitalize urban spaces.
COMMUNITY IMPACT AND FUTURE POSSIBILITIES
Diesel impacts communities through direct investments and creating culturally rich environments that attract diverse groups of people. These efforts demonstrate the potential of brands to act as catalysts for urban renewal and community development. Their approach to blending fashion with civic investment offers a compelling model for how brands can significantly influence and enhance urban environments. Projecting the ideal future of urban redevelopment, it’s clear brands are just as needed in shaping the aesthetics, culture, and economy of our cities.
If you’re a brand and don’t know where to start, consider looking into the grassroots organizations and local events that are attracting the support of your target audience.
Your customer lives in the real world, not just online. Don’t lose sight of that reality and its impact on their behaviors. Don't waste the opportunity to create a deeper relationship with the people who matter most to the success of your brand.