Fights have reportedly broken out as thousands of fashion addicts queued to snap up Diesel jeans.

The designer brand decided to celebrate its 30th birthday by selling denim at the knockdown price of £30.

The news led to queues at its stores in across the UK, with punters camping outside Diesel's flagship branch in Covent Garden, central London, from 4am.

There were even reports of scuffles breaking out between buyers at one store as the jeans flew off the shelves.

The brand was launched in Italy in 1978 and every pair of Diesel jeans is still made in the country.