The 1,000-square-foot store will be located at 101 Bedford Avenue in Williamsburg and bear its street number, 101, as its name. Diesel is about to take the wraps off its first pop-up shop, set to open Friday in Brooklyn's Williamsburg section. The 1,000-square-foot store will be located at 101 Bedford Avenue in the New York borough and bear its street number, 101, as its name.

The shop is among the "reboot" actions initiated by Nicola Formichetti since becoming the brand's artistic director in April 2013 and will serve as a home — and sale point — for elements of the fall collection, his first for Diesel, introduced in Venice four months ago.

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Source: http://mefite.ice.it/