“Another day, another dollar” seems to be the overall theme to Benny Gold’s first ever lookbook.  What seems to be a “typical” San Fransisco Benny Gold routine, happens to be a casual glimpse of their Fall/Winter 2010 collection seen through the eyes of Slap Magazine photographer Joe Brook.

The lookbook highlights the Benny Gold headquarters in the storied Mission District, trademark Graphic T’s and button-up long sleeves, as well as skater mesh/fitted hats. There are cameo’s of select brand supporters, including Ryen and Mike from Atlas Skateboarding, Daren from Deluxe (Real Skateboards, Spitfire and Thunder Trucks) and Matt from HUF.