Street Date: 11/27 (This Friday!!!)

Dropping 8 styles of the Winter09 Delivery on Friday the 27th (Black Friday)

Super hyped on this lookbook. Sometimes lookbooks try to force-feed a style or brand definition to you and you’ll look at it and be like, “That’s not how I’d rock that.” Sometimes the shoots are so exotic and over styled that picturing the product on yourself seems unrealistic and unfitting. I think we’ve put something together here that reaches the core of what we do, rock hats every day. And not just any hat, a hat that pops, whether it’s subtle with a brushed wool/3M reflective patch or something bold like “Legalize.” Official pops in whatever fashion you want to do it in.

Big shouts to models: Nosa, Jason and Sean. And big, big shouts to Amanda Lopez for shooting.