1991 saw the publication of the first ever issue of iconic fashion and culture magazine DAZED & CONFUSED. A publication which has lead and defined tastes for over three decades, its visual iconography is known world over. Co-founder and DAZED's first Photographic Editor, Rankin set the visual tone the magazine is now known for. Internationally recognised as one of the UK's leading photographers, it was during THE DAZED DECADES where he honed his craft. Rankin's works from this period form a manifesto about how to view the world, a political statement communicated not with words but with a camera lens. So here we explore five rules for viewing and acting. Across our chapters, FEEL IT, TV IS BORING, EMPEROR'S NEW CLOTHES, ACCEPT NO IMITATIONS, and ABSOLUTELY FLAWLESS, we share with you Rankin's way of being. Part self-help, part provocation, THE DAZED DECADES are a map for existence expressed through popular culture.