Perhaps only a provocation.
But after all stupid is the word we use to reject what is original and genuine.
“Stupid” is having courage to risk and thinking in innovation, even if this is dangerous.
Word-of Diesel, that has been so stupid to think to sell new jeans looking seond-hand and used.
And look what a result!
From some weeks the new Diesel philosophy is also in Italy.

http://www.diesel.com/be-stupid/