They said millennials are buying avo toast sandwiches instead of investing in property. But what if we told you that we're now the generation that's buying property by simply purchasing one-of-a-kind t-shirts? 

Wait, what?

For the first time ever, international fashion label Diesel, together with the real estate group Bel-Invest, has entered the world of real estate with the first residential Diesel building, located in Miami, Florida.

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With near certainty, the company claims that they have made “the most expensive t-shirts in the world”. T-shirt “D6-L7”, for example, clocks in at a tab of $1 049 000 (roughly R15 million). T-shirt “F2-L7” has a price tag of $5 500 000 (roughly R80 million). 

the most expensive T-shirt

Way too exorbitant for just a tee, right?

But wait, this is no ordinary 'buy one, get one free' - this t-shirt comes with a new home situated in Diesel’s brand new Wynwood condominium... for free! 

With an unconventional advertising campaign called “The Most Expensive T-Shirts Ever”, the label offers 143 unique tops that cost the approximate of a new dwelling, each t-shirt featuring a front-facing printed graphic of one of 143 apartments at Diesel's Wynwood Condo Development. 

The campaign launched this week during Miami Art Basel and features a typical high-end (and at the same time high-street) fashion campaign approach, with Diesel's unmistakably ironic signature touch. The exclusive launch event was attended by the likes of Brandi Cyrus, Paris Hilton, Patrick Pires, Purple, Alec Monopoly and Alexa Dellanos.

Before deciding to buy one you can also have a sneak peek at how the apartments will look at the Diesel Wynwood Condominium – 148 NW, 28TH ST, Miami. Viewing began on 4 December 2019.

Below is a view of the kitchen and lounge area at the Diesel Wynwood 28 press preview on December 04, 2019 in Miami, Florida.

MIAMI, FLORIDA - DECEMBER 04: View of the kitchen
MIAMI, FLORIDA - DECEMBER 04: View of the living r

Photos by John Parra/Getty Images for Diesel

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The international account for the Diesel brand now has a bio that reads: "We created the most expensive t-shirts ever. Buy one of them and get a #dieselwynwood apartment FOR FREE."

One has to ask, though, why would they just not say "buy a condo, get a t-shirt free"? 

Well, there's a disclaimer in very fine print at the end of the campaign video, stating exactly that. Buyers are actually buying property and following the same procedure you would when buying property anywhere else. And then you get the t-shirt. 

They almost had us.

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