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Renowned denim specialists Self Edge release a new lookbook for 2010, dubbed “Zero Half Measures”. More so than just capturing product, the series of photographs documents the classic American motoring culture of which much of Self Edge’s creations are based upon. Featured within the lookbook are special appearances by the legendary Max Schaaf of 4Q Conditioning, Dave Tanimura of Chili Dog Customs, Chase Elmore of County and Sons Hauling, Inc., and Jason Pierotti of The Rodder’s Journal with photography by Clay Gardner.