In a time when everything feels a little gloomy and disquieting — almost as if we were stepping back from the progress and achievements of the past couple of decades — it becomes even more important to celebrate the small positive actions, even if it’s just by paying homage or shining a spotlight on those who truly need it. Diesel understands this, and through inclusive campaigns, artistic collaborations, and philanthropic efforts, the brand has demonstrated a longstanding commitment to supporting LGBTQ+ rights. Now, Diesel partners once again with the Tom of Finland Foundation to launch their fourth annual capsule collection celebrating Pride Month: the Diesel x Tom of Finland Foundation Pride 2025.
The Tom of Finland Foundation, established as a nonprofit organisation in 1984 by Finnish artist Touko Laaksonen — known as Tom of Finland — was founded with the ambition not only to preserve Laaksonen’s extensive collection of homoerotic art but also to protect and promote erotic art more broadly, especially during a time when such works faced significant discrimination and censorship. Since then, through its ongoing efforts, the Foundation has played a pivotal role in preserving queer cultural heritage and promoting inclusivity in the arts. Diesel has collaborated with the Foundation for several years now, helping bring queer art to wider audiences. This latest collection focuses on Laaksonen’s illustrations and amplifies the message of freedom of expression, sexuality, and individualism; core anchors of Diesel’s values and identity.
Sailors, policemen, construction workers, and leather bars: Laaksonen’s iconic illustrations of cruising scenes are featured as prints on a range of t-shirts, underwear, jockstraps, and even a phone case. The collection not only highlights the artist’s work but also includes photographic prints capturing joyful moments from Tom of Finland Foundation parties and fundraising events, held between 1990 and 2005. The campaign, lensed by Bruce LaBruce, cast models through Grindr and was photographed in a simple, honest home setting, emphasising authenticity, inclusivity, desire, intimacy, and community representation. Available since May 27th online and in physical stores, this capsule collection is designed with sincerity and meant for everyone, regardless of gender.
