Los Angeles streetwear brand PLEASURES, co-founded in 2015 by former Publish Brand creative director Alex James and Vlad Elkin from SSUR, draws inspiration from different subcultures such as punk rock and retro styles. Through topic co-branding, community operation and other methods, it has connected various fields with its unique charm, and has successively cooperated with Bodega, Dr. Martens and other brands.
In the latest issue of Essentials, HYPEBEAST invited Alex James, co-manager of PLEASURES, to share with readers his daily must-have items and stories behind him, as well as his personal playlist; in addition, he also exclusively introduced the latest paired shoes created with ASICS. payment.
Aphex Twin Richard D. James Replica Latex Mask
Alex James：The electronic music genius Aphex Twin is one of my all-time favorites, especially the MV of “Come to Daddy”. Every time I watch it, I shudder. This latex mask entity is even more creepy. Richard D. James is an Icon , I am proud to own this piece.
Joy Divison x Cover “Unknown Pleasures” Incense, Custom Louis Vuitton Lighter Case by Etai Drori
Alex James：In a word, Kuumba makes the best incense in the world.
When I asked Eiji to create a scent based on Joy Divison’s voice, he said he was honored and excited to finally create a dark scene that matched the atmosphere of the album, for me, light a stick of incense and repeat It was a pleasure listening to this album.
Etai Drori is also an amazing guy, he gave me this custom Bootleg lighter case a few years ago with Louis Vuitton’s Monogram on it, I use it every day because I don’t want to lose my lighter, the best way is to pack it.
Scream With Me: The Enduring Legacy of the Misfits
Alex James：Visual artist Jeremy Dean aka Deans Nuts gave me this book a few years ago and I love the classic Horror Punk Band”Misfits”，Much of the band’s important history is recorded in this book, which is now out of print but highly recommended.
PLEASURES Disturb Hat
Alex James：This is one of my favorite hats we’ve ever made, and my business partner Vlad Elkin has this tattoo on his arm, “Do Not Disturb” is the message we want to send during this pandemic, but also to wear to the gym , will send a stronger message to all parties (laughs).
PLEASURES x Asics Gel Lyte III
Alex James：From the special tongue design to the overall shape, the Asics Gel Lyte III model is an emblematic piece in sneaker history, and for this special collaboration, we added green piping between the pieces to give the shoe even more fun visual effects. The gray and white color scheme is not only versatile, but also adds a bit of the texture of retro running shoes under the green embellishment. I like the final product very much. Please pay attention to the release information.
HYPEBEAST: How has music affected your life and PLEASURES?
「Music is the pulse of my life, my language, and my overall inspiration for creating my brand. ”
HYPEBEAST: Has your vision for the brand changed since launching in 2015?
“In fact, our spirit has not changed much, we hope to educate and use various methods to make people accept the music, art and subculture that inspire us.”
HYPEBEAST: How do you choose which bands or brands to work with?
“We’ll only work with bands/brands that we really listen to, love, and put our heart and soul into each project.”
HYPEBEAST: What songs are currently on your playlist?
Vazz – Breath
Spice – Recovery
High Vis- Talk for Hours
Fountaines D.C. – Roman Holiday
Portishead – Machine Gun
N.Y.P.D. – GAI GAI
Pinky Ring – Joy Obrison
Pavement- In The Mouth of A Desert
Desendents- Good Good Thngs