CONTEXT

Amazing concerts, crazy party nights, dream trips, you name it. We've lived many of our most unforgettable experiences in denim. But suddenly, we are all at home in lockdown, watching our plans getting canceled one-by-one. No wonder the Denim industry fell 19%. Naturally, buying expensive clothing wasn’t on anyone’s agenda. So, how to sell denim in the year of sweatpants?

IDEA

Instead of joining the 2020 wave of negativity, Diesel invited people to surf it by celebrating the things they didn't do. Diesel's e-commerce became a customization experience where people could personalize their jeans with the plan that 2020 canceled. Turning canceled plans into pants.