Californian brand Heel Bruise have just dropped their latest lookbook for Fall '11.
Since the brand's arrival on the scene in Spring 2009, they have released a vast amount of collaborative projects, having worked with a diverse group of people in the past two years -
SkyPage (who is a street artist based in LA and part of the COI crew), legendary skater Lance Mountain, Gino Iannucci’s Poets, Diamond Supply Co., Aaron Murray, and skateboard chronicler The Chrome Ball Incident.
That impressive portfolio and this latest lookbook showcase Heel Bruise extremely well. The product is a reflection on the upbringing and skate heritage of the brand's owners, and we see a fine set of bold graphic tees, sweats, hoods, snapbacks, various cut and sew pieces including a chino line and even an iPhone case.
The setting and finish on the shoot, by photographer N.Joseph, represents the product well and the location, which is a stockroom, demonstrates that there is a focus at HB on the product first and foremost. These clothes look dope and they don't need an outrageous 'streetwear' backdrop to show it.
Available mid October online.