Goodhood continue to bring the goods with yet another fantastic lookbook for Spring/Summer 2012, titled ‘Unloveable’.

I’ve said it before and I’ll keep saying it for as long as they continue to bring quality like this; Goodhood have a talent when it comes to doing an amazing lookbook with zero pretentiousness. Taking the piss, but not looking unprofessional or foolish. It’s a breath of fresh air in the fashion world. If you’re thinking of shooting a lookbook for any reason, then Goodhood should be somewhere near the top of your list for references to study.

This lookbook for their Men’s Spring/Summer 2012 product plays on the idea of the unloveable man, taking their model and encouraging him to be unloveable, which is almost exactly the oposite of what a model’s job is. I think the title image says it all really.

Dripping with garments from the likes of Monitaly, Garbstore, Unrivalled, Norse Projects, Fallow Denim, Yuketen, PAM, Soulland and of course a healthy amount of Goodhood x R. Newbold, this is a beaut. The styling is on point as always and continues to uphold that Goodhood charm.

Head over to The Goodhood Store to view the images larger (and interactive).

• 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.