Diesel, now on the eve of its thirtieth anniversary, ranks as one of the first fashion labels to market itself with irony and humor.

The catchphrase "for successful living" defines Diesel’s insouciant image as well as its ads which parody conventional commercial messages.This collection of iconic ads from the last decade features the work of groundbreaking photographers, including Terry Richardson, Rankin, David La Chapelle, and Ellen Von Unwerth, among others. Explanatory text, behind-the-scenes anecdotes, and trivia explore public reception of the ads, the latest series of which launched in 2007 under the headline "Global Warming Ready."