With The Buttery Store now officially launched and fully functional, we get to take a stylised look at their stock through their new AW11 lookbook.

Taking a bunch of clothing, a more than interesting selection of models and going fishing, The Buttery Store give us an example of what they’re all about. Featuring plenty of warm Winter knitwear and heavy woolen jackets, the lookbook takes an interesting stance on that territory in Men’s fashion that sits between Menswear and Streetwear. Something that we’re very familiar with ourselves.

I have to pass comment on the selection of models. The rough-around-the-edges approach has a certain charm and realism that I really enjoy. It makes this whole scenario much more likely – however highly unlikely it is that everyone in a friends group would dress this well. That approach seems to be taken throughout the entire lookbook, with the styling taking a very functional and natural approach. Nothing too over-the-top, just solid Winter outfits.

Check out the video lookbook below alongside a selection of our favourite images from the lookbook itself.

Head over to The Buttery Store to purchase the items on display.

• About the Author

Alex Synamatix

One of three co-founders at THE DAILY STREET, Alex is our Editor-in-Chief, overseeing all TDS activity. Outside of TDS, Alex is a respected creative in his own right, from art directing club nights (comm•une) to consulting for some of the largest global brands.