Last week Diesel opened a new flagship "Planet" store on Fifth Avenue in New York City. The 20,000 square-foot location is spread out over over three floors, with over 700 different denim styles and washes available on site. Finally, a store that understands the meaning of "choice"!
In addition to every conceivable flavor of jeans, you can also shop for Diesel bags, shoes, and fragrances, etch your initials on the inside waistband of your jeans with a laser, and check out your butt with "magic mirrors".

We're not sure if the mirrors are magic because they tell the truth, or because they make you look better than in real life -- either way, it sounds very Seinfeld!

To celebrate the store opening, Diesel held a series of dinner parties in the 5th Avenue window, which was decorated to look like a typical New York apartment. The range of diners was also typically New York, including members of the Giants football team, and club kids Richie Rich, Patrick McDonald and Kenny Kenny.

It's too bad they were all there on different nights, we would have loved to hear Richie Rich's thoughts on football!