Son of the founder of one of LA’s first modernist fashion boutiques, James Perse has always been exposed to the world of haute couture. Seasoned to the elitist culture of the luxury fashion industry and a renegade of his time, he merged his love of sport with his eye for design by creating the ideal baseball cap for his father’s boutique which turned out to be a huge success. He then went on to launch his own t-shirt line that reflected his innate laid-back Californian attitude.
Steering clear of the conventional rules of business and marketing, Perse has allowed his company to expand and evolve organically through in-store interaction with customers, thus branching out of the T-shirt market and into homeware, surfboards and even ping pong tables. Using only the highest quality cotton, Perse showcases an array of vintage-washed tees, ultra-soft cotton sweatpants, fleece pullovers and long sleeve t-shirts – all easy staples for that luxe-casual signature look he stands for.