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Diesel Opens Its First and Only Black Gold Store in Soho

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Diesel Black Gold now has a home of its own in Soho. The denim brand's high-end line opened this morning at 68 Greene Street, formerly the home of Diesel's Denim Gallery. For maximum impact, they timed the launch to coincide with their fall 2012 runway show, meaning there's a whole cohort of Diesel employees out there who are probably going to sleep really well tonight.

The 2,500-square-foot space is dotted with luxe leather furniture and a zebra rug. Naturally, there's a lot of black and gold, although softer brown accents add a sense of sophistication. An 800-square-foot accessories area at one end has its own skylight, while elsewhere, aluminum monoliths and a suede-covered wall add visual interest. This is the first Diesel location to carry nothing but Black Gold, so it's got to be a bit of an experiment for the brand. But if $800 Japanese denim is going to sell anywhere, it's probably Soho.
· Diesel Black Gold Gets A New Look In SoHo [The Shophound]
· Diesel Black Gold Opens Unit in SoHo [WWD subscription req'd]