"Some urge you to be stupid. We say be IN"... A new magazine, mostly fashion oriented. The formula has been tried and tested (Think The Face, etc....). But it is interesting that the magazine wants to tiptoe on Diesel's campaign "be stupid" who became iconic in a nanosecond. Why they chose this take is a little strange particularly that Diesel will end up being one of their advertisers. Still, no point stirring a much heavier opponent just for the sake of it. I saw, if you can't beat them.... at least have the decency to shut up!