Limited-edition festival jeans: Roskilde & Diesel

Denmark’s summer Roskilde Festival is one of the largest annual music festivals in Europe, with some 75,000 attending each year. In honour of this year’s event—which officially kicks off July 3—jeans company Diesel has created a limited-edition line of jeans specially designed to withstand the rigours of summer festival fun. Priced at EUR 161, the dark-blue Roskilde Festival Jeans are available for both men and women, and feature the Roskilde logo emblazoned on the hip. A specially treated commercial denim base, meanwhile, is designed to stand up to rain and mud, which were present in copious amounts at the festival last year. The jeans are available only from the official Roskilde shop—alongside jackets, caps and other promotional items the festival sells itself—or in select Diesel concept stores. Reportedly, only 1,000 pairs are up for sale, making planned scarcity part of the appeal. Summer music festivals are an ideal place for companies to get closer to their customers, who naturally tend to be relaxed and happy at such events. By creating its own, unique festival product, though, Diesel forges a tangible connection that goes far beyond anything advertising or sponsorship could likely achieve. One to emulate! Spotted by: Bjarke Svendsen