Rizzoli presents a new book, written by Diesel founder Renzo Rosso for Fall 2011 – BE STUPID for Successful Living. No matter what you might think of Diesel today, the brand has played a major role in bringing premium denim to where it is today and has overall had major impact on the denim market.

““Diesel’s Be Stupid advertising campaign created a stir worldwide. Now the philosophy behind the campaign is presented in full in Renzo Rosso’s manual of practical advice and business-tested wisdom for achieving success. Drawing on his experience as a creative entrepreneur, Rosso explains how the braveness to make stupid decisions and the ability to see things for how they could be helped him build a successful company. Be Stupid is a method for learning: a guide for how to listen to your heart and not your head, to be creative instead of critical, and to get back on your feet after a downfall. The book reflects the inspiring story and personality of the author: methodical but fun, creative but rational, passionate and pragmatic. “”

Diesel is known for its different and at times risky advertising strategies, which usually turn out to be rather successful for the brand. Insight on these measures are given in the book by Renzo Rosso himself. The book releases on September 13th, 2011.

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