V Style: Diesel Wants You To “Be Stupid”

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Vibe / January 16, 2010

As Diesel kicks off a new year, the apparel brand is also introducing a new message: Be Stupid.

It’s the campaign that takes sail under Bruno Collin, who was recently appointed new Artistic Director of Diesel.

“Diesel is one of the few brands I have looked at, almost obsessively, throughout my entire career,” says Collin. “A strong brand, both from a communication and from a product point of view, that always sets the pace for the market. My role here will be primarily that of an alchemist, of an orchestra director. The energy this brand exudes only needs new channels of inspiration and expression.”

Want to know exactly what Be Stupid means? Check out the promo video below.