Instead of hiding the hateful sentiments that permeate social media, Italian clothing line Diesel turned it into their global fall/winter collection, because the “more hate you wear, the less you care.” Diesel first introduced clothing that showcased the online hate the company received, and then picked more than 500 controversial “influencers” who shared their most hateful online comment received, which was used to create limited edition items.

Custom content was created for each of their Instagram channels to spread the word, and the public was also invited to create their own custom ha(u)te wear. In just four days the online campaign reached over 800 million people and the company sold one-third of its fall/winter collection.