Pleasures at Asphaltgold
Make a statement with anti-fashion: The main goal of the streetwear label Pleasures is to move away from the mainstream and rethink pop culture. The brand's apparel pieces, collab collections and branding speak volumes - 80s and 90s-inspired prints, stark colors and ugly chic garments are loud and make it clear: We are young, we are just getting started. Be part of the movement and check out the best selection of Pleasures Clothing – in the Asphaltgold online shop!
The founding of Pleasures – with West Coast attitude and creativity
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Born in Los Angeles: The City of Angels is known for its open mindset - and was therefore the perfect place to start a rebellious fashion label like Pleasures. At least that's what Alex James, founder and mastermind behind the streetwear brand, says. In 2015 he launched the brand together with Vlad Elkin and has been on the fashion market ever since - with an idea that has absolutely nothing to do with chic.
The biggest inspiration for James was his own youth, or more precisely the interaction of various subcultures of the 80s and 90s that didn't want the mainstream and did their own thing. Right in the middle of the scene back then: punk, grunge, metal, skaters and artists. Everyone hung out in unity. “It was something really special,” says James – a feeling that the designer wanted to convey to the world in the form of clothing. And then, there was pleasure!
Marketing is Key: How a Pleasures Shirt Brought Fame
If you look at the story of Pleasures, it is clear: Yes, popularity through provocation works. Proof of this came from a Pleasures T-shirt on which the alleged farewell letter from grunge legend Kurt Cobain was printed. The outcry was loud, the controversy was huge - because who dares to make a profit from a suicide note? Pleasures did so and declared Cobain's lyrics a work of art, the shirt a homage to the idol of an entire generation. The result: The T-shirt sold out in no time and Pleasures was what the street style scene was talking about.
James quickly established the USP of Pleasures as a brand: meaningful pieces with pop culture references, textile retail as a subculture statement - an ethos with coolness that everyone soon wanted for themselves. Meanwhile, it girls like Kylie Jenner and musicians like Wiz Content Update Asphaltgold GmbH & Co. KG Khalifa, The Weeknd or Playboi Carti are spotted in a Pleasures outfit - and the papparazzi photos become direct advertising for the LA label.
Pleasures Apparel: Between punk, avant-garde and artist collabs
Pleasures is completely dedicated to the vibe of the 80s and 90s, from the clothing to the retro-look brand website. The brand's collections therefore consist of a mix of eye-catching prints with modern cuts that go beyond the norm. The influences of punk, grunge and metal ensure plus a certain edginess that never existed before in the streetwear sector. Pleasures hits the mark when it comes to avant-garde designs that are extremely fashionable at the same time.
A passion project of Pleasures are the numerous collabs with well-known brands or pop culture icons. An example of this is the collaboration with bands like Blur or the global brand Puma: designer Alex James wants to reinterpret his childhood heroes and put his own stamp on them. The result is Pleasures hoodies , sweatshirts or sneakers with the highest quality workmanship that are guaranteed to attract attention.
Get the Grunge Look: Shop Pleasures online at Asphaltgold
Born in the metal, grunge and punk scenes, made for your style: Pleasures stands for controversial individuality and creative expression - a concept we love. That's why you'll find the hottest pleasure collections in the Asphaltgold online store. Denim pants, hoodies, T-shirts or nice kicks: The brand from Los Angeles has now developed into a cult brand whose rebellious flair is popular around the world. So grab it and secure your Pleasures outfit at the best price!