DIESEL PRIDE 2025

Tom of Finland Foundation is proud to partner with Diesel
 on their fourth annual capsule collection to celebrate Pride.

The 2025 Diesel x Tom of Finland Foundation Pride capsule collection amplifies the message of freedom of expression, sexuality and individualism that anchors the shared values and identity of both partners. Through the powerful Queer artistry and advocacy of Tom of Finland Foundation, the capsule is specifically designed to celebrate the LGBTQIA+ community. Each capsule has reflected important voices from the Foundation’s four decades of preserving the work of Queer artists, many of whom have faced discrimination and misrepresentation due to the nature of what they create.

The fourth annual Diesel x Tom of Finland Foundation capsule focuses on the work of Tom of Finland, the groundbreaking 20th century master of Homoerotic art. His iconic drawings of cruising scenes, including sailors, cops, construction workers and Leather bars, are applied as prints to a series of T-shirts, underwear, jockstraps and a phone case. Additionally, a range of hoodies, T-shirts, sweatpants, a tank, and a shirt and short set feature prints of photographs capturing joyful moments from Tom of Finland Foundation parties and fundraising events between 1990 and 2005.

To bring the capsule to life, Bruce LaBruce photographed a series of portraits featuring models cast on Grindr in a simple home setting — the kitchen, the living room, the bedroom, the hallway — wearing looks from the collection. Spare and stripped of artifice, the photographs convey a raw sense of honesty, sexuality, desire, intimacy and inclusivity.

Through their ongoing Pride partnership, Diesel acknowledges the profound social and cultural impact Tom’s Foundation has made, in providing an open, unique space of freedom and love for this community of artists.

Designed for all genders, the capsule shines a light on a long legacy of Queer imagination and perseverance.

COLLECTION AVAILABLE HERE

Published: 27th May 2025

Categorised in: News