What could be smarter than being really stupid… like Diesel. For Spring/Summer, the label casts aside its clever, straight-edged shackles to fully love and embrace its stupid side, unleashing all things inventive, passionate and downright silly. And why not – it’s just the thing for successful living. All that finds expression in a zany Be Stupid campaign, shot by photogs Kristin Vicari, Melodie McDaniel and Chris Buck around California with a liberal amount of grit and well, stupidity.

And as a web exclusive, we managed a sneak peek behind the scenes of the Stupid campaign shoot. Check and see how it all went down -

Diesel is located at Paragon, #02-17, and Forum The Shopping Mall, #01-24.

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