(FORTUNE Magazine) – Nothing in the photo above is what it appears to be--including senior writer David Stipp, who's modeling a collection of counterfeit goods: Calvin Klein ball cap, Nike and Rolex watches, Ray Bans, and Tommy Hilfiger T-shirt, all purchased for around $65 in New York City's Chinatown.

As with the merchandise, you can discount the Captain America stud image portrayed by Stipp here as well. David is, to resurrect an old phrase, the classic mild-mannered reporter. As he himself puts it, when asked to describe his personal style: "I'm practically invisible."

He is also practically an artist when it comes to reporting and writing wonderful magazine stories, usually about science. Fortune readers of the past year may recall his stories about artificial intelligence, Stewart Brand, and, most recently, a fascinating piece comparing the politics of prostate cancer with those of AIDS and breast cancer.

His latest effort, "Farewell, My Logo," which appears on page 128, is both a serious business story about the epidemic of counterfeit branded goods that is sweeping the globe and a fun detective story, reported and written in a style somewhat reminiscent of Raymond Chandler.

Like most great journalists, Stipp majored in mathematics and philosophy (just kidding) at the University of Kansas. His approach to storytelling? Simple. "I just pick out the things that seem most interesting to me and try to figure out a way to work them in." It's working, David.