James Perse was born in Los Angeles, and was quickly introduced to the fashion world through his father. Obsessed with caps, he could never find one that was well designed – with quality construction, shape, fabric and colour. In 1991, James set out to make the perfect cap.Then in 1994 he launched a line of t-shirts that quickly won over loyal fans looking for a harmonious blend of luxury and casualness. Between 1996 and 1998 James launched a women’s line and then a men’s line.
His passion for minimalism, influenced by the warmth of West Coast living, and the casual clothing that draws on it, eventually gave rise to James’ personal philosophy and aesthetic – high fashion without maintenance – which emphasises elegance and comfort, combining sophistication and simplicity. James has applied this visionary approach to every stage of the brand’s definition and development.