Southern California, THE Way I see it, is THE debut photo book produced under THE Brand & Firm. This collection of 95 photos, all shot by RL’F, was captured in late 2022, while spending over a span of a month and a half in the streets of SoCal. Of thousands taken, 95 photos were chosen and the book was put together in the following months. This photo book plays an integral role in expressing THE connection that THE Brand & Firm has to Southern California, and San Diego in particular. Now years later, we give this book to the world, with confidence in its timelessness of showing the life, culture, design & savagery, that resides in THE streets of SoCal. This book is a staple in understanding THE Brand & Firm’s foundation and style. Enjoy this book, for now, in digital format, and in the future, hard cover.