Where the runway meets the street

London-based brand Second Son (formerly Loki) was born in 2005 with the aim of bringing tight, original graphics and an English sense of humour to the bastions of streetwear in the UK and abroad. The label is sold in stores around the UK and Europe and they’ve now started to sell in the US too.

For the new lookbook they asked Second Son Extended Family™ member and sneaker customiser extraordinaire Nash Money to dust off his fake horse’s head and model their new tees, sweats and jeans (all kicks and hats are the model’s own of course – check
The Spring/Summer ’08 range inhabits a world where knowledge might be power, but ignorance is bliss. A land where the sword is mightier than the pen and bikini-clad Russian chicks armed with AK-47s pop out of bubble-blowing skulls. A universe where nonexistent animals roam the earth (or at least your t-shirt) and arrows can only kill you once, but pencils strike twice. A realm where we need to cry out against the horrors of ludicrously-dressed new-ravers pretending to miss the 80s.
They’ve also expanded the collection this season to include raw selvedge denim and zip hoodies alongside their usual graphic tees and sweatshirts. The Regular Jeans are available in indigo and black 13.5 oz redline selvedge denim, with embossed logo buttons and rivets and a two-colour back pocket embroidery featuring their signature Weather Pattern logo. Only 100 pairs of each colour are available worldwide and they’re disappearing fast.
The new collection is available now in stores such as Fresh Cotton, Glorias, FlatSpot, Division East and others.
Get a more complete look of the Second Son Summer ’08 Collection after the jump.

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