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This viral is to promote what is being billed as “the biggest international party the world has ever seen.”

Marking the 30th anniversary the the brand’s foundation, it aims to remind consumers that Diesel is a brand not to be taken for granted and that they should continue to expect the unexpected.

To mark the occasion Diesel is staging parties in 18 cities around the globe on Saturday, October 11, beginning in Tokyo.

The party will then move to Beijing, Dubai, Athens, Amsterdam, Milan, Zurich, Munich, Paris, Stockholm, Copenhagen, Barcelona, Oslo, Helsinki, London and Sao Paulo.

The grand finale will take place in New York City with what is being billed as a ‘Rock and Roll Circus’ themed party for 5,000 of Diesel's “closest friends and coolest trendsetters.”

The London event is to be staged at the city’s latest hot spot, Matter, located at The O2, where rave DJs will collaborate with indie bands and hip hop performers with folk singers. All proceeds are going to the youth charity, Livity.