DIEM takes out to Soho NYC, the project came about as the brand wanted to mix street art vandalism with high-end fashion iconic brands. To embrace the meaning of DIEM (Does It Even Matter) and to continue the aesthetic of illustrating our garments without models. DIEM, a lifestyle brand that embodies the phrase Does It Even Matter! DIEM's mission is to exude a sense of assurance,  justification of ones lifestyle and the individuals daily approach to life. Never make decisions in doubt, always sure, always certain and if questioned.... DIEM is the reply.