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Here's another FHM fashion exclusive: Joey 'Pepe' Smith is the new face of Mental, a fashion brand that boasts of hard and edgy look for men and women. A couple of weeks ago, FHM got an invite from Mental, asking if we'd like to attend the shoot with Pinoy Rock himself. Why the hell not?

"What the hell not?" is also the answer we got everyone from brand managers to photographer Niccolo Cosme, when asked why choose Smith. One of them even exclaimed, "he's Pepe!" And it's true: who else can pull off a straight jacket as honestly and as elegantly and as candidly as Joey 'Pepe' Smith?

That Pepe be the face of Mental is actually the brainchild of supermodel and Pepe's daughter herself, Sanya Smith. "She actually came up with the idea," Pepe tells FHM in an exclusive interview. Sanya is also the face for the women's line of Mental. 

The dad and daughter team will be launched as the image models of Mental just as the fashion brand launches their Fall 2010 Collection.

Check out the photos in the gallery to see how Pepe rocked it for the camera.