The Urban Outfitters look has always been difficult to define and instantly recognizable. Throughout the years, the store has been a destination for guys seeking clothes who are stylish without trying too hard (Urban Outfitters was a pioneer in the ironic t-shirt movement). To make life easier for fashion-conscious men, and to show that the store is growing up (just like you are) Urban Outfitters has released its first-ever men’s catalog.

This innovative online lookbook features brands such as Staple, Obey, Vanishing Elephant, Insight, Dockers, KR3W, Levi's, Kill City, and more, but what makes the catalog so unique is the choice of models. To show us the clothes, Urban Outfitters and photographer Jason Nocito called on artist Curtis Kulig, DJ-producer Cordell Walcott, musician/photographer Wade Oates, and hip-hop collective Phony PPL. All of these guys represent Urban Outfitter’s philosophy of keeping it real and living fearlessly—while still maintaining a sense of fun, naturally.

Browse the following slides for a preview of what the catalog has in store, and then check out the complete offering by clicking here.