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Thirty years down the line, it’s hard to stay mad over punk rock being coopted by marketing agencies…but somehow Diesel has managed to step over the line.

Promoting their latest midtown outpost, Diesel’s street team has been handing out these packets of buttons, presumably intending impressionable youths to pin them onto their Ramones jackets without thinking, and inadvertently participate in a stealth marketing scheme.

…only the store’s in midtown. And the closest Diesel’s come to this kind of crustpunk is shoo-ing them away from the front of their Union Square branch, where they bump against the real thing on a daily basis. They wouldn’t know counterculture cred if it came flying through their window display.

What would Malcolm McLaren say…wait, don’t answer that.

—R.B.

CONTRIBUTORS

  • Russell Brandom