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."