I See Red. Democracy, Denim, Diesel

There is always a lot to learn from people's stories, from biographies that impose themselves as stories. Renzo Rosso is one of the geniuses of Italian manufacturing, he (re)invented jeans, and made his business grow in step with his visions. Rosso, a man of ideas and ideals. When he speaks, you hear the acceleration, the change of gear, the sudden swerve, his problem-solving imagination. Ask the question, attack the answer, but 'he is already ahead'; a rare type of person, one of those who have their next move in mind. It is the mind of the chess player, the chisel of the great sculptor, the rationality of the organizer.

Rosso is well aware of what was once called a ‘people’, but was then demoted to a ‘mass’ by sociologists, before becoming a ‘group’, ‘niche’, and finally ‘tribe’

Rosso is well aware of what was once called a ‘people’, but was then demoted to a ‘mass’ by sociologists, before becoming a ‘group’, ‘niche’, and finally ‘tribe’.

For those with life experience, like Renzo Rosso, these are ‘people’, needs, desires, movements, physicality and thoughts.

‘Vedo Rosso’ is the title being used to present a conversation with him. Rosso discusses Rosso. Enjoy listening.