A three-execution campaign will run from the beginning of October for eight weeks in the men's style press and on outdoor, and will coincide with the opening of the company's first dedicated store in London's Carnaby Street.
As well as executions in FHM, Loaded and Maxim, there will be 16-sheet cross-track posters in the London Underground. Media planning and buying is handled by Walker Media.
The ads, aimed at 18- to 25-year-old men, poke fun at the notion that first impressions count, and each features a string of measures by which people are often guilty of judging a man.
The campaign was written by James Hodge and art directed by Richard Fox, with photography by Lee Powers and typography by Mark Osborne.