LRG comes through with their look book for its Holiday 2012 collection. Dubbed “High End Lowlifes”, the new line is targeted to individuals that “enjoy the finer things in life because they’ve faced endless hurdles”. Their new movie ad for the SoCal streetwear line features ATL rapper Gucci Mane, who was recently signed to be the face of the brand alongside John Jackson, Chris Grenier and Frank April. The ad focuses on the idea of the “rags to riches”, with Gucci Mane playing the part of a former “lowlife” that has now reached his dreams of wealth. LRG’s Holiday 2012 collection of denims, hoodies, pullovers, button-downs, caps and more are available online and at select stores nationwide.