Fans upload what inspires them (although according to the ts & cs it can't be copyrighted work) and then it goes on the site, presumably after some moderation time.
See it here
Looks good, I think, and it seems that brands have no problem with creating short term (ish) urls for their projects (see also Jay-Z's MagnaCarterHolyGrail.com) instead of tying everything back to the main parent URL.
Apparently it's created by Nichola Formichetti - see his own Tumblr here
Will be interesting to see how this develops, and whether Diesel do learn from their users.
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