The manifesto includes reference to Renzo Rosso, the founder of Diesel, who built his manufacturing empire by initially selling jeans that looked secondhand. "Renzo Rosso is stupid," says the Be Stupid manifesto. "Stupid is motoring around in your Ford transit and visiting shop owner after shop owner, trying to sell your brand new denim made to look worn. 'It's a sign of innovation. When you are already doing the things nobody even thinks about.' That's a very stupid quote, Mister Rosso. Respect."
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