If Bradley Soileau's face looks familiar to you, it's because he has starred in not one but three of Lana Del Rey's music videos. Although he may best be known for his appearance in "West Coast," he's much more than an on-screen love interest. A model, musician, and actor originally from New Oreleans, Soileau will soon launch his very own label, Blackfist. 

The first line of work, Blackfist vol. 1: Endless Bummer, will consist of a 7-piece collection featuring very rare, handmade garments, a series of zines, limited edition cassette mixtapes, and even a short film. Soileau will drop each of these highly anticipated products over the course of the next few months, ending his debut project with a gallery installation. To get you amped for the upcoming releases, Soileau has created a hand-crafted lookbook, shot by Cameron McCool and modeled by Justin Gossman.

For those wondering about the name of the project, it turns out Soileau's not a huge fan of Los Angeles' perpetually hot weather, as per the press release: 

"Removed from the context of seasons, in a place where summer is essentially endless and the lows of winter do not exist, summer becomes disgusting ... The sticky air, the stench of hot garbage, endless nights of sweaty sheets, flies in your kitchen, the infinite drone of air conditioning units... it's suffocating. Summer is stagnant, depressing, suspended in a state of aimlessness. You drown in endless summer."

So there you have it—endless bummer.