Diesel founder and owner, Renzo Rosso, presented his first autobiography “Be Stupid, for Successful Living". The event took place in Milan's economics Università Bocconi, in front of a large group of students and various business and fashion personalities. Renzo Rosso together with friends like most successful singer, Lorenzo Cherubini, alias Jovanotti, and bank manager Alessandro Profumo, and Professor Guido Corbetta, Corporate Strategy teacher at Università Bocconi - who wrote the book's introduction - analysed the “Be Stupid” manifesto presented in the book in a fun-meet-work atmosphere.

The edition, published in Italian by Rizzoli, tells the story of the notorious denim brand and of the man who created it through his own experiences and anecdotes told by Rosso, his friends and family. The author and entrepreneur - mocking the writing style and approach of self-help guides - invites everyone to live life according to the “Be Stupid” method, that means learning how to follow one's heart and not the mind, creating rather than criticizing, falling down and then standing up. Rosso presents 18 episodes of his life guided by courage to take “stupid" decisions and the ability to see how things could be - and not for how they appear - that lead him to build up his successful brand, company and international holding.

As part of the university seminars constantly organizing talks with managers and entrepreneurs, Rosso also answered some of the students' and people's questions on how to “be stupid” according to his own interpretation.

The earnings from the author's rights will be devoted to the Only The Brave Foundation Onlus presently involved in supporting a village in Mali inhabited by 31,000 people.