What this is:
Diesel and the Tom of Finland Foundation are back together for their fourth annual Pride collaboration—a partnership that has become a highlight of Pride Month for fashion lovers and culture connoisseurs alike. This year’s capsule, now available to shop, continues the tradition of honoring LGBTQ+ voices through wearable art, with pieces ranging from bold hoodies and T-shirts to sweatpants, underwear, and even phone cases, all emblazoned with the evocative work of Tom of Finland. The collection also includes archival party photographs from 1990 to 2005, further celebrating the Foundation’s decades-long commitment to preserving and uplifting queer artistry.
Our take:
There’s something genuinely thrilling about the way Diesel and the Tom of Finland Foundation have made this collaboration an annual ritual—and 2025’s lineup might just be the most unapologetically expressive yet. For those unfamiliar, Tom of Finland’s iconic, homoerotic illustrations—think leather-clad sailors, burly handymen, and cruising cops—have long been a symbol of liberation, sexuality, and self-expression in queer visual culture. Seeing these impossible-to-ignore images splashed across Diesel’s street-ready silhouettes (including jockstraps, if you dare) is a refreshing reminder that fashion can be both provocative and deeply meaningful.
Diesel creative director Glenn Martens doesn’t stop at prints—this year’s campaign is as playful as the clothes themselves. Models were cast straight off Grindr, posing in simple, home-shot imagery captured by cult filmmaker Bruce LaBruce. The result? A delightfully campy, intimate photo series that feels both subversive and perfectly at home in the digital age—a nod to queer visibility and community in all its glorious forms.
Whether you’re a longtime devotee of Tom of Finland’s artwork, a Diesel fan, or simply someone who appreciates fearless self-expression, this collection is worth exploring. Priced between $50 and $375 USD, it’s accessible and inclusive, inviting everyone to celebrate Pride with a wink, a statement, and a little bit of edge. Shop the collection now online or in Diesel stores—and, as always, wear it with Pride.
Images courtesy of Diesel
