For GANT Rugger’s Holiday 2011 lookbook, designer Christopher Bastin decided to forgo the established photographer route and instead hired up-and-comer Noah Emrich to photograph the shoot. Instead of using the same professional models you’re used to seeing in virtually every lookbook, Bastin decided to give a few bloggers who, you know, actual wear and support the brand in real life a chance to show off the garments. This step to give credit to guys who are inherently interested in menswear is a welcomed change from the norm.

The pieces this time around are pretty much inline with what you’ve come to know and love about the brand, with a few unexpected details. The ‘snowy’ shoulder sweater is the perfect example of taking a holiday pattern and giving it a unique twist. The plaid shawl collar jacket is another standout piece that looks exceptionally dapper next to a pair of worn-in denim.