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PLEASURES — it's "a mood, an emotion, an altered state of mind"
That's how the brand defines itself. PLEASURES was founded in Los Angeles in 2015 by Alex James and Vlad Elkin – and from day one, it rejected any neutrality. The founders grew up on punk, metal, post-punk, hardcore, and gothic music of the 80s and 90s – and their clothing reflects this without filters.
The signature style of PLEASURES is heavy graphics on classic streetwear silhouettes: oversized t-shirts, hoodies, cargo pants. But where many brands simply "add a picture," PLEASURES starts with an idea. Each collection is tied to a theme: a musical subculture, underground cinema, a countercultural moment. The graphics can be provocative – but they are always honest.
Where it all began
Alex James didn't come to fashion from design school. He grew up in the world of vintage resale and the streets, then entered the streetwear industry through IT work and connections. But the true starting point for PLEASURES was his own bedroom in his teenage years: Marilyn Manson, Slayer, Motörhead, New Order on the walls. Then – Cinespace and LAX, the early Los Angeles party days.
The brand started with graphic t-shirts – and continues to make them the same way. PLEASURES t-shirts are always made of dense cotton, heavy print, and a specific stance. Over time, cut-and-sew lines, nylon shirts, cargo pants, and accessories were added.
Where PLEASURES stands in relation to trendy streetwear
Alex James puts it simply: "Rock is not a trend for me. I wear Slayer not because it looks cool, but because I've been headbanging to this music since before anyone wore metal prints."
This fundamentally distinguishes PLEASURES from brands that "discovered" punk aesthetics in the 2020s. There is no ironic distance here between clothing and culture. PLEASURES is culture itself, translated into textiles. The brand consciously avoids hierarchies and makes clothes it would want to wear itself.
PLEASURES collaborations — not for hype
Every PLEASURES collaboration has a cultural justification. The brand doesn't seek partners for recognition – it chooses those who speak the same language. NEWBORN K currently features several such collaborations.
PLEASURES × Daft Punk
The French electronic duo that changed 90s club music and remains one of the most influential artists in history. PLEASURES translated this iconicity into clothing with the brand's characteristic graphic approach.
LUCKY STUDDED hoodie with studs / INTERSTELLA shirt
PLEASURES × Boiler Room
Boiler Room is an iconic London platform for exclusive electronic music parties that broadcast underground club culture to the world. The collaboration with PLEASURES is a meeting of two perspectives on what it means to be "inside" the culture.
VENUE red shirt / WORKMAN hoodie / BOILER PLEASURES SPORT cap
PLEASURES × Zero Skateboards
Zero is an American skate brand founded by Jamie Thomas in 1996, known for its dark and hardcore aesthetic. Together with PLEASURES – this is a collaboration of two brands that grew out of the same subculture.
JUDGEMENT t-shirt /
RITUAL t-shirt /
REAPER RINGER t-shirt
MISLED THERMAL long sleeve /
BLASPHEMY long sleeve /
SKULL shorts
PLEASURES × Shorty's
Shorty's is a legendary 90s American skate brand known for its bearings and punk spirit. A collaboration that takes us back to a time when skateboarding was still underground.
HARDWARE hoodie / BOX SHORTYS LOGO t-shirt / SHORTYS SKULLY hat
PLEASURES main assortment at NEWBORN K
In addition to collaborations, the store offers items from the main seasonal collections:
NEURAL THERMAL T-shirt /
ROOT FLIGHT pants /
ACID 5-POCKET jeans
WAVE QUILTED EASY pants /
SYSTEM REFLECTIVE jacket /
FELIS REVERSIBLE vest
STICKERS STRAIGHT jeans /
CABLE polo /
NEURAL ZIP vest
All PLEASURES collection at NEWBORN K →
PLEASURES at NEWBORN K
At NEWBORN K, we select brands with their own point of view. PLEASURES is a brand that never tries to be for everyone: it's for those who have their own musical memory and their own subcultural identity. That's why it's here.
FAQ
Who founded PLEASURES?
Alex James and Vlad Elkin in Los Angeles in 2015. Both grew up on alternative music of the 80s and 90s and embedded this experience into the brand's DNA.
What is the philosophy of the PLEASURES brand?
"We only make what we ourselves would want to wear" - and this is not a cliché, but a real filter for every product. PLEASURES does not follow trends and does not create products "for the market."
Who wears PLEASURES?
Among known fans are Playboi Carti, The Weeknd, Kylie Jenner. But the brand consciously avoids a "cool-guy" positioning: it's for anyone who feels connected to the culture.
Which brands has PLEASURES collaborated with?
Daft Punk, Boiler Room, Zero Skateboards, Shorty's, Reebok, Doc Martens, UNKLE, Crocs, Eastpak, and others. Each collaboration is a meeting of cultures, not just a joint product.
Where to buy PLEASURES in Kyiv?
NEWBORN K — Velyka Zhytomyrska St., 20, and online: newbornk.com/collections/pleasures.
Summary
PLEASURES is not a brand that needs to explain itself through trends. It exists in a time where a metal print on an oversized hoodie looks simultaneously like 1992 and like right now. And this timelessness is the best thing streetwear can offer.
