Imagine a bright and sunny beach with palm trees and a warm breeze. Now imagine that same scene, but with your favorite menswear retailer just around the corner. It might sound like I’m trying to write the next ‘Margaritaville’ here, but that beach actually does exist. It’s called San Jose del Cabo in the small fishing village of La Playita, just minutes away from Self Edge Mexico, where the store shot its latest Summer 2017 Lookbook.
Just over two years ago, a Category 5 hurricane did some serious damage to La Playita, as can be seen in some of these photos. Nevertheless, the town provides the perfect backdrop for some of the latest and greatest pieces coming soon to Self Edge shelves. As can be expected with summer lookbooks, they didn’t shy away from the all-over print short sleeve beach-themed shirting, and in this case they paired it with some interesting looking denim shorts and classic tortoise shell sunglasses. The overall theme is centered around light colors and fun patterns, with a serious undertone because, let’s face it, this stuff is serious.