Capsule includes archival photography and campaign shot by Bruce LaBruce
Diesel will release its 2025 Pride capsule collection in collaboration with the Tom of Finland Foundation on May 27. The project continues the brand’s four-year partnership with the Foundation, using fashion to underscore themes of self-expression, sexuality, and LGBTQIA+ visibility.
This year’s collection centers on the work of Tom of Finland, a key figure in 20th-century queer visual culture. His drawings—depicting archetypes like sailors, police officers, and construction workers in sexually charged scenarios—appear as prints on T-shirts, jockstraps, underwear, and a phone case. Additional apparel includes hoodies, sweatpants, tanks, and coordinated shirt-and-short sets, printed with archival photographs from Tom of Finland Foundation events held between 1990 and 2005.
Canadian filmmaker and photographer Bruce LaBruce shot the campaign using models cast via Grindr. Photographed in domestic spaces like kitchens, bedrooms, and hallways, the portraits aim to reflect unfiltered intimacy and inclusiveness. The settings and lighting were kept minimal. “Spare and stripped of artifice, the photographs convey a raw sense of honesty, sexuality, desire, intimacy and inclusivity.”
Diesel states that the collection is gender-inclusive and highlights the enduring role of queer artistic expression in shaping culture. Available online and in select stores, the capsule adds to Diesel’s recent efforts to align product releases with social causes.
The collaboration is positioned as a celebration of the Tom of Finland Foundation’s work in safeguarding queer art and supporting artists often marginalized due to the explicit nature of their work. “Each capsule has reflected important voices from the Foundation’s four decades of preserving the work of queer artists, many of whom have faced discrimination and misrepresentation due to the nature of what they create.”
Diesel describes the initiative as a way to support the Foundation’s role in creating a consistent space for LGBTQIA+ creatives. “Through their ongoing Pride partnership, Diesel acknowledges the profound social and cultural impact Tom’s Foundation has made, in providing an open, unique space of freedom and love for this community of artists.”
