Slowdownjoe is the latest venture from Superdenim founder Lewis Hull and his brother Matthew. Essentially an extension of Superdenim, the site is an online emporium of cool stuff for the body, soul, home and outdoors ranging from Viberg boots to Lovat Mill travel rugs and backpacks from William Fox & Sons. Products are sourced from Europe, USA and Japan with an emphasis on ethics, craftsmanship and honest design. Given Lewis' reputation for drawing our attention to new and exciting menswear brands that we might have previously overlooked, this should be an interesting project and definitely one to keep an eye on as we move into 2012.