Taking ‘Back’ Action

Diesel Store, Covent Garden. London.

May, 2003.

Diesel’s use of protest imagary for its brand “Successful Living” was tested out by the vacuum cleaner in collaboration with USA based artist and activist groups Conglomco, How and Why, Breathing Planet and N.A.T.O.

Dirty anarchists and artists sought advice on protest chic from the staff at Diesel. The shameless staff thought it was all a real Diesel stunt and let us carry on uninterrupted, for a bit anyway.

“Beneath my ideas is a good looking person.

And beneath that, an excellent pair of denim.”