Diesel’s new artistic director, Nicola Formichetti, is benind the
brand's new campaign on Tumblr, #dieselreboot, where consumers can contribute to the brand’s "second life." The company wants to bring tastemakers together to form a creative
community. Over the next few weeks, Formichetti will broadcast calls to action on the #dieselreboot Tumblr account, asking users to contribute
imagery, inspiration, ideas, and artwork. Consumers can also contribute using the #dieselreboot hashtag on Twitter, Instagram, and Vine.
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