For the second summer, Diesel, the Italian denim brand that won't quit, is giving VIP types a good reason to stick around in New York City on the weekends.

Instead of zipping off to the Hamptons or some other luxe beachfront area, a select group of fashion industry insiders, media professionals and downtown celebrities are invited to the biweekly Dive Inn event series held at the stunning rooftop of Sky Studios.

Part product seeding exercise and part branding exercise, Dive Inn is an ingenious way for Diesel to create the kind of meaningful rapport with the tastemaking folks that a mass brand seeking to retain it's exclusive cache needs. Attendees not only get an afternoon in the sunshine high above Broadway in Greenwich Village, but access to a swimming pool, free massages, complementary drinks and loads and loads of Diesel product while grooving to DJs like DJ Language and Tim Sweeney.

EMERGE is still waiting for an invitation...

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