Deciding to shun the trend of blockbuster fashion collaborations, Italian fashion brand Diesel has launched its latest capsule collection with something quite different — a kebab shop.
In what the company describes as a move “away from brands constantly trying to outdo each other for street cred,” Diesel chose the collaboration due to the cult following of the kebab shop in the German capital.
Well-known to both visitors and Berlin locals, Mustafa’s Gemüse Kebap is famous in the city for its constant queue that goes around the block from nearby U-Bahn Station in Mehringdamm.
The kiosk is widely known for serving some of the best pita-based delights in Germany (some have even argued that it is possibly the best in Europe) with owner Mustafa proudly claiming his shop hosts the “longest queue in Berlin”.
The collection features sweatshirts, t-shirts and hats with the Diesel logo overlain with graphic interpretations of Mustafa’s branding. T-shirts start at £45.00 with Kebap branded jumpers on sale for £140.
Diesel X Mustafa’s Gemüse Kebap launched at Berlin's Bread and Butter festival earlier this month, and is now available in selected Diesel stores and online.
In a tongue-in-cheek press release accompanying the collection announcement, Diesel says they go “where the coolest people go” to find the right match for their collections.
The brand also released a satirical video in which they interview crowds waiting outside the kiosk who call Mustafa “the only true artist in Berlin”.
“Mustafa is a Berlin legend” says a spokesperson for Diesel. “His kebabs are so tasty and mouth-watering that people wait for hours on end to indulge in his delicious offerings.
“The [collection] both satires this new state of the industry – and finds a way to move the conversation forward”
The collection will be produced in a limited run, and is available now on Diesels website.
