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Diesel’s winning streak continues with a Tom of Finland Pride collection
17th May 2022, 6:43 pm
© Diesel / Spyros Rennt
Diesel continues to position itself as a cultural pioneer with its latest project, a two-pronged partnership with Tom of Finland Foundation.
Launching to align with Pride Month, the initiative includes a Tom of Finland-inspired capsule collection and a group exhibition, AllTogether, spotlighting erotic art across several decades.
For the apparel, Tom of Finland Foundation provided Diesel with a selection of works from its LGBTQIA+ art collection to feature on separates and accessories ranging from denim jackets and shirts to tote bags and underwear.
Tom of Finland’s famous signature appears emblazoned on tighty-whities, but the beauty of the collection is its celebration of a range of queer artists: pieces by Heather Benjamin, Peter Berlin, Florian Hetz, Michael Kirwan, Silvia Prada, Palanca, and Tank make an appearance.
As for the exhibition, AllTogether highlights over 70 artists who entrusted their work to the Tom of Finland Foundation archive.
Tom of Finland and Durk Dehner originally founded the Foundation in 1984 to preserve and promote the work of its namesake. However, the organization quickly became a pillar of the wider Queer community. Faced with the AIDS epidemic, many LGBTQIA+ artists feared their work and stories would be forgotten. To ensure their legacies would live on, these artist donated their oeuvre to the Foundation.
In a letter to the press, Diesel creative director Glenn Martens explained the impetus behind the project:
“Since the ’90s, Diesel’s advertisement campaigns have set a unique tone of voice, serving as an antidote to the status quo… with that in mind, I feel Diesel needs to act more as a platform and amplify deeper, real, and amazing stories that can make a difference in the world we live in today.”
The Diesel x Tom of Finland Foundation collection is available now at Diesel’s website. AllTogether is on view at Studio Cannaregio in Venice and The Community Centre in Paris through 26th June.
READ THE COMPLETE ARTICLE BY ALEXANDRA PAULY
AllTogether
About the Exhibition Artists Venice Paris Catalogue Press About the Exhibition On the occasion of Tom of Finland’s birthday (8th May), Tom of Finland Foundation and The Community have curated a group exhibition, supported by Diesel, presenting Tom of Finland Foundation’s permanent collection. AllTogether explores the erotic art collection consisting of thousands of artworks, spanning… View Article
Published: 17th May 2022
Tags: Alexandra Pauly, AllTogether, Diesel, Durk Dehner, Florian Hetz, Glenn Martens, Heather Benjamin, Highsnobiety, Michael Kirwan, Palanca, Peter Berlin, Silvia Prada, TANK, WoToF