The Self Edge 2010 Lookbook - Zero Half Measures

Regular readers of this site will know that my favourite denim store is Self Edge in San Francisco, so I am delighted to be able to share with you their Winter 2010 Lookbook titled Zero Half Measures featuring amongst others pro-skater and "chophead" (which I think means he has something to do with building choppers) Max Schaaf. Despite the look of all the dudes in the photos you don't need to be a totally bad-ass to shop at Self Edge, I personally wouldn't know one end of a car from the other but I do know that they sell some of the best Japanese denim around.