Alex James created the Los Angeles-based streetwear label PLEASURES in 2015. The label is noted for combining strong punk, grunge, and rock-and-roll aesthetics. The definition of PLEASURES is "A Mood. An emotion. A different condition of being." The company believes that real pleasure begins with the clothes you wear. The brand is known for producing a wide range of strongly graphic-based streetwear clothes such as sweatshirts, crewnecks, and t-shirts, but it also produces headgear and accessories. PLEASURES integrates influences from alternative '90s subcultures and the DIY lifestyle into nostalgic attire.