If you've heard of Sid Mashburn, you know how awesome this new e-tailer will be. If you're unfamiliar to the name, now's the time to get hip. The Atlanta-based storefront launched its online site this morning so that we all can enjoy its offerings of footwear, dress shirts, trousers, denim, and more. Its motto states, "Our role is to serve... to help men navigate the uncertainty of their wardrobe choices. We want to help men to be properly dressed and properly served...clothed and in their right mind." We're not mad at that. Check out some of our favorite picks from the online shop, below.

A.P.C. New Standard Denim, $165

Sid Mashburn 1" Bridle Strap, $75

Sid Mashburn Katin Swim Trunk, $75

Filson Zip Top Tote, $129.50


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