Photos: Peggy Siorta
Founded: 2006 by Paige Mycoskie
Provenance: Venice Beach, CA
The vibe: When not riding waves, Paige delivers après-surf staples. Think sweats with iconic Cali graphics and go-to tees that look more sun-filtered than your Instagram does.
Fan base: Jake Gyllenhaal, Robert Downey Jr.
My inspiration: "I drew a lot as a little kid—rainbows, mountains, oceans, stripes. When I got older, I used the drawings from my journal as graphics for garments. If it doesn't look like it existed a generation ago, I don't use it."
The difference maker: "I've done test after test of different fabrics, washes, and dyes. I take a lot of risks with washing."
Thanks, Maverick: "When I was a kid, I got some aviator sunglasses after seeing Top Gun. Aviator Nation represents a group of people who are cool without trying too hard."
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The unisex tees run true to size for women and a bit small for guys, so guys order a size up if you are unsure.
Sweatpants are gender specific. It's not uncommon for women to get men's sweatpants as they have pockets and offer a looser fit.