James Perse came up with the concept for his brand in the 1990s, while creating merch for Hard Rock Café in Los Angeles. “Back then there were two options for T-shirts,” says the designer, now 53. “Something like the Hanes Beefy-T, which was sloppy, lacked quality and had those big thick necklines, or there was Jil Sander. There was nothing in between. I focused on what wasn’t there – something that people couldn’t get their hands on.”
Thirty years since his brand’s 1996 launch, James Perse has become the name sewn into the fashion world’s favourite T-shirts. There are more than 60 shops worldwide: a Paris store, opened this spring, will soon be followed by outposts in Abu Dhabi, Mexico City and São Paulo. I discovered Perse’s tees when I randomly bought one of his Clear Jersey Crews and was instantly enamoured with the fit and the nuance in the neckline. I bought 10 more and still use them – the fabric wears beautifully and holds its depth of colour. Back then they cost £115 a piece, but the cost per wear has been impressive; they’ve survived hundreds of washes at 40°C.
A pavilion with a palapa-style roof, palm trees and agave plants at the Grey Cape resort in San Jose del Cabo, Mexico © Luis Garvan
