Sometimes it really is all in the execution. Fairly run-of-the-mill clothing, a not-great name and a lookbook concept that isn’t entirely groundbreaking seems like it could be an exercise in meh. But with an editorial slant to the photography and some interesting urban backdrops elevated the lookbook to a sum greater than its parts. Whether that’s ultimately beneficial to building a brand or not is questionable — the monkey masks make more of an impression than the clothes, I’m afraid — but at least I remember the name on the label. I will say that I do really like that black “Better Off Dead” jacket, however. More from the lookbook (via Hypebeast) after the jump.
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