It’s a seasonal predicament for brands and outlets: how best to snap your products and your models so the clothing not only looks its best, but so you’re conveying the right messages to the people that count – your customers.

For SS15, the free thinkers at Not Addicted have found another way. They’ve enlisted the artistic talent of Valleys sketcher AGuyCalledMinty and the result is a fiendishly original lookbook drawn in the Welshman’s inimitable laidback style – a style that ‘characterises’ the company’s ethic and showcases their products to a tee.

Minty has sketched all manner of male heroes – from a casual-infused Andrea Pirlo to The Stone Roses to the Peaky Blinders – and his distinctive method and cultural diversity has lent weight to the perennial Not Addicted notion that “whether you’re a ‘cool kid’ or a bit of a ‘purist’ we think we’ve got something to offer for every kind of dresser.” 

The Lookbook features many of Not Addicted’s favourites including Patagonia, Fjallraven, Clarks Originals, Edwin and Penfield. I think this is a pretty cool and refreshing way to present the clothing range over at Not Addicted. It definitely caught my attention anyway!

Not Addicted have been mixing cool, classic and functional brands that they personally love since 2006 and AGuyCalledMinty has brought another dimension to the mix. This collaboration is a memorable one, and all the products in this unique new Lookbook are available online now!

See more of the Lookbook below!


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