In 2011 the brand sets off to create a brave new world for the braves and terminally stupid.

It's the news Diesel fans the world over have been waiting for. After years of feeling marginalised by society, of feeling too colourful, courageous, individualistic or merely stupid to the rest of the world, they're finally getting a place they can call home. In 2011 they can emigrate to Diesel Island.

This is not a vacation - it is a nation. After launching a movement with the Be Stupid campaign, Diesel's next step is the creation of an entirely new and stupid society: a tropical utopia where the principles of the Be Stupid manifesto can thrive and flourish. What would it be like to start a nation from scratch? To take what is great from the countries we know, and ditch all that is bad? To re-write the laws? To right social wrongs? A country for only the brave?

The print and outdoor campaign images will show the first pioneers arriving on the island, living exciting experiences, solving some of the old world's oldest problems (immigration, healthcare systems, transport...) with fresher eyes, and holding wild parties to celebrate the birth of their nation. Think Lost, but with nicer clothes and no polar bears.

A raft of cross-media initiatives (viral videos, a Facebook application and a game based on island's everyday life, a pirate radio, etc) will complement the traditional media outburst, while the Diesel website will be fully integrated with the campaign: virtual visitors to the island will be able to shape its laws, watch videos of island life, meet its citizens - and of course buy island-friendly clothes via the interactive catalogue. And not to forget, the island will have its own Wikipedia entry, updated every week as the emerging society and its rules and regulations evolve.

Meanwhile, Diesel stores will become the official "embassies" of the island, with flags, maps and explanations of the philosophy that led to the creation of the world's youngest country. Entering the embassies gives everybody the chance to get official Diesel Island citizenship.

What should the perfect society look like? Can it ever exist? Are the outrageously stupid the best people to create it? And again: will Diesel be brave enough to buy a real island and raise a flag of independence?

Only time will tell. But first, there's the dream. As the copy says, "Diesel Island is the least fucked-up country in the world. But give us time."

Diesel Island: land of the stupid, home of the brave.

A NEW PARTNERSHIP IN MOTOGP

Borgo Panigale (Italy), January 2011. An important partnership was signed in the first days of this new year between Diesel and Ducati. The two brands, known and loved all over the world, share common roots: creativity and innovation, typical of the "Made in Italy" tradition, distinct factors that have enabled both companies to assert themselves and become true Italian icons all over the world. In the constant pursuit of excellence, the lifestyle brand and the motorcycle manufacturer have earned international reputations over the years, achieving extraordinary objectives while following unconventional paths.

Through this partnership, the 2011 MOTOGP season will find Diesel's logo appearing on the bikes' fairings and tailpieces, and on the sleeves of the race suits and clothing worn by Ducati Marlboro Team's incomparable champions, Valentino Rossi and Nicky Hayden, who are ready to take to the track and compete for the premier-class title.

The agreement was signed by Renzo Rosso, President and Founder of Diesel, and Gabriele del Torchio, President of Ducati Motor Holding S.p.A., for the 2011 and 2012 seasons. The first step will be to feature the unmistakable Diesel mohawk head on the bikes and rider suits, a testimony of the commitment between the two companies. Following this initial phase, the coming months will see these two prestigious brands joining forces in additional projects and initiatives, coordinated on Diesel's side by Stefano Rosso, Renzo's son, who is responsible for the brand's overall strategic alliances.

A passion for racing and the Ducati brand are nothing new for Renzo Rosso. The Diesel logo appeared on a desmodromic motorcycle in 1990, when Ducati earned its first World Superbike crown with rider Raymond Roche.

"I've always been a Ducati fan," said Renzo Rosso. "I've been following them during the years and I currently drive a Monster S4R testastretta and a Streetfighter. I am proud of the appreciation that the brand has gained all over the world, both in terms of design and performance. This season in particular is extraordinary, with the arrival of Valentino Rossi the association between our brands is perfectly in line with our "Only the Brave" philosophy!"

"I'm particularly proud of and pleased with this new partnership, which adds up to other significant collaborations we've made heading into this new sporting challenge," said Gabriele del Torchio. "To be joined by a 'Made in Italy' icon like Diesel, and to have the personal support of a superfan like Renzo Rosso, can only bring additional motivation and credibility to the Ducati Marlboro Team and its great riders."

Diesel always has a distinctive way of approaching fashion and as you have learnt to expect, the talented Diesel Creative Team shows their innovative and dynamic skills in everything they touch. This time it's the Diesel store in the Sandton City Shopping Centre situated in Sandton Johannesburg, that has been perfected, by applying astonishing Italian craftsmanship and design to the almost 200 sqm store - the second of the Diesel stores to be renovated.

The first visual to blow your socks off is the new Diesel shop front made possible by using a combination of black treated steel panels, unique white display cubes and strongly illuminated window displays that completely shout Diesel.

The window displays are well-rendered with the new innovative "BE STUPID" advertising campaign - a clever combination of unusual images with a bright list of clichés, exalt the philosophy of stupidity and once again puts Diesel a step ahead of the rest, in a league of its own.

The interior design concept is focused on a contrast in material, which is evident in the black & white colours used on the walls, steel highlights and furniture combined with the aged Oak wood for the flooring. A smart blend of vintage design furniture with a touch of seventies is used in order to create a charming atmosphere, evermore reflecting the mood of the brand. As can be expected from a Diesel design, the impact of this is strong with warm ironic elements and industrial flavour.

Last, but not at all in the least is the Diesel Denim area, which is without a doubt the biggest focus in this amazing new Diesel store. This reflects a mixture of black treated metal, aged wood and unique vintage items used to show of an array of distinctive Diesel denim styles and washes.

Visit the new Diesel store in Sandton City now and be witness to this new Diesel experience.

Diesel said "let there be stupid"
Now let's discover "Why"

When Diesel urged everyone to Be Stupid with a series of powerful, provocative images, people got it. Stupid is about having balls, letting go, creating stuff, throwing it all in the air and seeing where it lands. Even those who didn't agree with the philosophy were forced to acknowledge its power.

Now, with the Fall/Winter 2010 campaign, it has become an unrestrainable movement. The new vivid and sexy ads will explain exactly why it makes sense to Be Stupid. Anyone who didn't buy in to the idea before will abandon reason and run screaming into the arms of Stupid. And then they'll recruit all their friends.

Having established several definitions of Stupid the first time around, the new campaign shows where Stupid leads. It provides concrete - or rubber, or fur or foam - reasons to be stupid. And it explains that once you've crossed that line, there's no going back. Before Stupid, life was grey. With Stupid, life is a fluorescent kaleidoscope of joy.

Stupid gives you the ability to transform fear by experiencing it. It lets you fight for an ideal, find strength in your weaknesses, opens the door to adventure - or just makes you laugh.

Why should you Be Stupid? "You'll have more sex." "You'll create more." "You'll care less" and "Governments will hate you." Behind the campaign is the Diesel Creative Team and four emerging photographers: Chris Brook and Magnus Unhar are joined by Kristin Vicari - the English photographer who worked on the first campaign - and the talented 18-year-old Australian girl, Nirrimi.

Letting the very young work on a global advertising shoot. What could be more stupid than that? Long live stupid.

Skechers flagship stores are hitting the top Shopping malls is Gauteng! With newly opened stores in Menlyn Shopping Park & Eastgate Mall the Skechers Flagship brand is not stopping there! Clearwater Mall & Rosebank stores will be opening by end October 2010, and by end 2011 the Skechers brand will be visible in all major cities across South Africa.

Skechers footwear is a global leader in the lifestyle footwear industry, by designing, developing & marketing lifestyle footwear. Skechers success stems from its high quality and varied product. Offering diversified domestic and international distribution channels, cutting edge print and television advertising.

Skechers often appeals to the fashion conscious and meet the need of men, women and children. Skechers strives to offer comfortable and fun quality footwear for the whole family with various styles focusing on different needs, with the addition to Shape Ups that is a fitness shoe, specifically designed to promote weight loss as well in addition to firm and tone muscles.