Diesel, the Italian fashion house that's always on the cutting edge, made quite the appearance at the San Francisco Pride celebration last week. They even had their very own float in the San Francisco Pride Parade.
The events kicked off with a party at the Diesel store of Post Street on June 26th. All the attendees who showed up in their "freshest & brightest" received a free pair of Diesel undies, seen in the gallery.
The highlight had to be male models dancing around in "Fresh & Bright" underwear on the float in the San Francisco Pride Parade. The models showed off the line of white briefs, boxer briefs and jockstraps with vibrant waist bands in green, blue, pink, purple and of course, rainbow stripes, baring the Diesel logo.
As the float made its way down the street, an onboard DJ pumped out the tunes as the models distributed goodies to the crowd.
"I have always been fond of San Francisco and love the energy that comes out of the city," said Pride week's president and founder Renzo Rosso. "I'm very happy to have Diesel participate in high energy events such as Pride and look forward to participating in even more local events in the future. I am also very excited about the relocation of the Diesel Post Street store in San Francisco. This store will give us the opportunity to infuse San Francisco's rich design aesthetic with Diesel's to create a very unique and exciting experience for our customers."
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