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In 1994, James launched a womens t-shirts line that rapidly gained loyal fans looking for his seamless blend of the lux and the casual. In 1996, James founded his first namesake collection of women's knits. The line soon grew into two distinctly wearable collections, Standard James Perse for high-quality basics and the signature James Perse Los Angeles ready-to-wear items, including jackets, sweaters, pants and dresses. In 1998, the James Perse brand launched an equally outlined men's collection and a year later, a line for babies and children. In fall 2007, the brand released new collections in the categories of bags, accessories and home.

His passion for minimalist architecture influenced by warm west-coast indoor outdoor living and the casual clothing that's inspired by it, ultimately resulted in James' personal design philosophy and aesthetic - low maintenance high fashion - emphasizing elegance and comfort, and pairing sophistication with simplicity. James has applied this visionary approach in every step of defining and developing the brand.