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Diesel Jeans Opening Pop-Up on Bedford Avenue

By Serena Dai | August 11, 2014 4:30pm | Updated on August 11, 2014 5:00pm
 Designer clothing brand Diesel is opening up a pop-up store in Williamsburg.
Designer clothing brand Diesel is opening up a pop-up store in Williamsburg.
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WILLIAMSBURG — Designer jean brand Diesel is coming to Williamsburg.

The Italian clothing brand known for its denim will be taking over a 1,500-square-foot store across from McCarren Park, 101 Bedford Ave. until December, according to the Heller Organization, the real estate firm that brokered the deal and a Diesel spokeswoman.

The pop-up store called "101" will be at the bottom of a luxury development with 351 apartments, where a one-bedroom apartment recently rented for $3,350 a month, according to StreetEasy.

Diesel will be opening in mid-August and closing in December, the companies said.

Heller represented both the landlord and the tenant. Asking rent was $175-per-square-foot.

“This is the pinnacle of Bedford Avenue, where it’s hip and sophisticated,” Josh Singer, vice president of Heller, said in a statement. “There were many interested parties for the space but Diesel was the best possible tenant because the brand really resonates with people who live and shop in this part of the neighborhood.”

Diesel sells its jeans at one other location in Brooklyn, a shop called Tuesday's Child at 2771 Nostrand Ave., according to the brand's site.

Diesel sells its products in eight locations in Manhattan, including 135 Spring St., and 685 Fifth Ave. The 101 will be selling the company's fall and winter apparal, children's pieces and a few pieces designed specifically for the pop-up.

Brooklyn Candle Studio, t-shirts by Inez & Vinoodh and Deborah Lippman nail polish will also be sold in the pop-up.

The store will be hosting events and installations with Northside Media Group, the organizer of Northside Festival, this fall, too.

Women's jeans for the brand start at $168 and go up to $648, according to its site. Men's jeans start at $160 and go up to $698. The store's grand opening party takes place Thursday, Aug. 14.