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Diesel to Stage "Rock and Roll Circus" in 17 Countries for 30th Anniversary

Diesel Black Gold showcased its spring/summer 2009 collection at Bryant Park in New York in early September. Photo: Mecedes-Benz Fashion Week

Diesel Black Gold showcased its spring/summer 2009 collection at Bryant Park in New York in early September.

Photo: Mecedes-Benz Fashion Week

It's been a big year for anniversaries in the fashion trade—Calvin Klein Inc. celebrated its 40th on September 7, and DKNY feted its 20th on the runway during Fashion Week. Next up is Diesel, which is planning to outshine other events with a 24-hour party that takes place in 17 cities and 8 time zones around the world. The October 11 event celebrating the Italian company's 30th anniversary—dubbed “Diesel xXx"—will kickoff in Tokyo, with sister parties taking place in Beijing, Dubai, Athens, Amsterdam, Milan, Zurich, Munich, Paris, Stockholm, Copenhagen, Barcelona, Oslo, Helsinki, London, and Sao Paulo, before finishing in New York on Pier 3 in Brooklyn.

According to a press release issued yesterday by Diesel, the rock 'n' roll circus-themed party is inspired by old European traveling circuses. The New York incarnation will feature cabaret performers, fire eaters, trapeze artists, sword swallowing, and female roller derby squads as well as musical collaborations with the likes of N.E.R.D., M.I.A., and Hot Chip. Nightlife entrepreneur Joey Arias is set to host the event, which is slated to garner some 5,000 attendees.

Commemorating all of this will be live Web broadcasts, an online photo album, and a book.


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