Here is an impressive showcase of the Self Edge Fall/Winter 2010 “Zero Half Measures” Collection. Embellishing on the Self Edge concept of quality, the imagery features a rich classic American motoring theme which is the core of the labels aesthetic. Amongst the people to feature in this impressive look book are 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.