Growing up in New Jersey, our latest Pirate Radio feature started life thrifting for gems while expanding and synthesizing his knowledge of clothing and music. In some ways, his LA-based brand PLEASURES is an embodiment and continued exploration of this cross-section.
Whether creating graphics and designs that push the streetwear industry forward to influencing how people dress and what they listen to, PLEASURES is a real one and we constantly have our eyes peeled to see what they come up with next.
That is why it is our pleasure - you know we had to - to catch up with Alex James, co-founder and mastermind behind one of the rare brands shaping the industry. From his best vintage find from the old days and his current sneaker/clothing rotation to what's next for streetwear, we cover it all. So sit back, relax, and enjoy.
Thanks again, Alex!
Q+A
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We heard you grew up thrifting and going to estate sales. What kind of clothes were you finding back then? Any honorable mentions in terms of future influence? Or maybe something you wish you still had.
Alex
My biggest come-up was finding a Polo Snow Beach jacket at a thrift store in Jersey City back in the mid-2000’s. This quintessential piece of hardcore rap history.
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Was second-hand clothing a reaction to how kids were dressing in school or did you just gravitate towards it?
Alex
I didn’t grow up with money. Being fly and having style has nothing to do with money.
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You were also super tapped into the local music scene right? What were you listening to at the time?
Alex
I was really into hardcore at the time. Bands like American Nightmare, Bane, Mental, Carry on, etc. Always loved rap too but more independent stuff like MF Exonerate, Cage, Necro, JDilla
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Fashion has always been a huge component of the live music scene, how important was grabbing band merch back then? Or was it more about rolling up in DIY stuff?
Alex
Band merch was always affordable and exclusive. There wasn’t much online access. So you had to cop at the shows.
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How has your personal style evolved over the years?
Alex
I am still tech/ activewear focused at heart. The earth is changing and you have to dress accordingly. Not to mention being a dad and running around with my son, you need active focused gear.
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What’s in your clothing/ sneaker rotation nowadays?
Alex
Here is my current rotation:
Sneakers:
-Tyrell Winston Reebok Club C
-Asics x Kiko Kostadinov Gel Quantum Zientzia
-Statisy Running Crocs
-Puma X PLEASURES Velophasis
Blackstock and Weber brown snakeskin vibram loafers
Clothing:
-Patagonia 7” black shorts 2015 Edition
-Double RL Shadow plaid SS button shirt 2600 Quartley zine vintage tee
-Cut off vintage Abercrombie denim shorts
-IIse Korea x New Era sport cap
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Chad XAF Fr?
Alex
PLEASURES started out as an idea outlet/ stress reliever for me and my friend Vlad. Today it’s a global inclusive platform operating in 45 countries pushing the concept of music culture for the masses.
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How would you describe it’s aesthetic?
Alex
From your darkest moments to the highest point of your life, PLEASURES is there for you. Anytime Anything Anywhere.
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With collabs running the gamut from Dr. Martens and adidas to Crocs and most recently, PUMA, what do you look for in a collaborator and what are you trying to accomplish or communicate with collaborations?
Alex
We treat each collaboration in its own unique way. The value of deep-cut subculture storytelling is always a focus.
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You’ve said that streetwear is about getting people’s attention. With people’s attention seemingly harder and harder to capture, how is that changing the industry and the strategy of brands?
Alex
Creating other ideas than clothing. We communicate a lot with music and film. The people who put you onto these things are cherished and remembered.
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What is getting your attention nowadays?
Alex
Progressive food fusion, outdoor sculpture art, interior kitchen and living room design, and new drum + bass culture.
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Similarly, with trends seeming to come and go every second, what’s one cool and maybe not-so-cool thing going on in streetwear nowadays?
Alex
I don’t really follow trends. I’d like to say we make them.
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Any predictions for what’s next?
Alex
More AI design. More Upcylcing. Less product and more digital ideas.
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To close things out, any advice for the next generation of creatives trying to forge their own path and successfully do their own thing?
Alex
Stay true to your focus. Everything has been done but there’s always room for something meaningful from the heart.
