Diesel Unveils Pride Collection with Tom of Finland Foundation
Diesel and the Tom of Finland Foundation have collaborated on a Pride collection for the fourth consecutive year.
The 2025 capsule collection focuses on the work of Tom of Finland, the pseudonym of Touko Valio Laaksonen, the Finnish master of homoerotic art.
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Illustrations 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, 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.
Photographer Bruce LaBruce shot the collection's campaign featuring a series of portraits featuring models cast on Grindr in a simple home setting.
The Tom of Finland Foundation works to protect, preserve, document and educate the public about his work and other erotic artists. One of the primary goals is to ensure the art receives academic attention.
Diesel's partnership with the foundation began in 2022 when it funded 'AllTogether,' a two-installment homoerotic art exhibition in Paris showcasing work dating back to the 1940s and launched an accompanying collection featuring work by the exhibiting artists. More collections and events in Berlin, New York, Tokyo have followed.
'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,' Diesel stated.
Through their ongoing Pride partnership, Diesel said it '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.'
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