Developers of high-end luxury condos come up with all kinds of gimmicks to set themselves apart from their well-heeled competitors: a private Alicia Keys concert, dinner with Andrea Bocelli — even a free Aston Martin Vulcan racer worth more than $2 million.
For its first residential development, the Italian clothing giant Diesel has come up with a marketing strategy that stays true to its fashionista roots.
The company has unveiled a new series of 143 T-shirts priced from $370,000 to $5.5 million dollars. The shirts are made out of ordinary white cotton, not molten gold, and are not adorned with diamonds or jewels of any kind.
Instead, each T-shirt bears the floor plan of a unit at the Diesel Wynwood Condominium, which opens its sales gallery at 148 NW 28th St. in Wynwood on Wednesday. Buy the T-shirt, get the corresponding condo.
Plunk down $1,049,000 for the D6-L7 shirt and you’ll also get a 1,900-square-foot one-bedroom, 2 1/2 bath unit with a den. Live large and splurge $5.5 million on the F2-L7 shirt and you’ll get a 2,376-square-foot one-bedroom, 1 1/2 bath penthouse with your purchase.
The Diesel Wynwood will be designed by Zyscovich Architects and is a joint venture with the Italy-based Bel Invest Group development firm, which has various other projects ongoing in Wynwood. Construction on the building is scheduled to begin in April 2020.
Diesel still recommends you wash your snazzy new garment in cold water and set your dryer to low heat, because all cotton T-shirts are prone to shrinkage, even the ones that cost $5 million.