First Article opens its inaugural lookbook with the phrase "Aesthetics alone will not further the common curiosity." So from the word "go" you know this brand is set to establish that quality is their first objective.
We've been talking with San Francisco-based founder Barry Lai for the last few weeks and poring over this lookbook, but today we have the clearance to share it with the world. This collection is so well-edited and so extremely handsome, there isn't a piece we wouldn't wear. We're even considering the addition of The Mission Apron, comprised of 13oz selvedge Japanese denim, to our daily look.
Lai and Co. list the nostalgia for "records with deep grooves" and "footwear they've outgrown but still keep" as inspiration. While the brand humbly states that it's not inventing the wheel it aims to change our appreciation for quality...and from the looks of it, it's made an incredible start.
First Article is proudly designed, engineered and manufactured in San Francisco. While for now it's available HERE, we've been told it'll be found in some of the finest SF boutiques soon. Check out a portion of the collection and lookbook above and view the campaign video below. Then, wipe the drool off of your chin and head over HERE to see the rest. Follow First Article on Twitter HERE and find them on Facebook HERE.