‘Stupid’ is pitted against ‘smart’ as Diesel opts for the opposite end, and takes “Be Stupid” as its new philosophy and campaign for Spring/Summer 2010. With such a provocative approach, they will surely make you think twice as their taglines assure us that there is nothing dumb about being stupid. Being stupid is being brave, being expressive, and being you. So don’t kill your dreams, and express yourself!

Check out how stupid Diesel is with their one-day promo tomorrow, May 1! Wear any Diesel item, visit Diesel Rockwell, and get a Be Stupid shirt for free! Wearing it is the best way to say it. So what are you waiting for?

Dare to be stupid! “Remember, only the Stupid can be truly brilliant.” -NIKKI