P.A.M. (Perks And Mini) is a fashion and lifestyle label based in Paris, founded by husband and wife duo Misha Hollenbach and Shauna Toohey. Established in 2000 in Melbourne, Australia, P.A.M. (Perks And Mini) relocated to Paris in 2015 where the label is now permanently based.
P.A.M. (Perks And Mini) products are sold and exhibited internationally, attracting the attention of some of the globes most in uential art and fashion leaders, with pieces acquired by The Tate Modern (London) and NGV (Melbourne) and a recent residency at Museum der Weltkulturen (Frankfurt). Sarah Andelman, co-founder and creative director of Colette (Paris) has also supported the brand from its conception, stocking P.A.M. (Perks And Mini) from its rst collection at the prestigious 213 Rue Saint Honore until the stores closure in 2017.
P.A.M. (Perks And Mini) has a focus on collaboration at its core. An extensively collaborative and multi-disciplinary art and design approach involving artists, fashion labels and stores around the world has largely contributed to P.A.M. (Perks And Mini) becoming internationally recognised. On describing the collaborative and community-minded nature of the label to Heroine Magazine, Shauna states: “P.A.M. was a collaboration from the beginning, it’s in the name...” In 2000, “Perks” and “Mini” were Misha and Shauna’s graf ti names. The brand grew from that.
Recent collaborations include projects with Suicoke, Facetasm (“PAMTASM”), Aries and Clot (“C.L.A.M.”), and upcoming capsule collections with Converse, Cannabis, BIG LOVE and Jun Takahashi (Undercover). Previous noteworthy collaborations range from Adidas, Disney, Nike, Diemme, Carhartt WIP, Vans, Stussy and Camper, to artists Mike Kelley, Josh Smith, Barry McGee, Albert Oehlen, Cali Thornhill Dewitt and Peter Sutherland, and photographers Joseph Szabo, Arti Marcopoulos, Ed Templeton and Nick Waplington. Collaborating musicians include EYE Yamantaka, Thomas Bullock, Rekids and Edison Chen.
Representative examples of collaborative efforts in object design include the P.A.M. (Perks And Mini) x Mike Kelley “Little Friend” (a faux fur plush toy with voice unit), P.A.M. (Perks And Mini) x Undercover (Jun Takahashi) “Black Mass Lamp”, PAMMIX cassette tapes, books published through the the PAMBOOK imprint such as “Burroughs Reloaded”, an introspective into William Burroughs by Victor Bockris, and the biannual pictorial journal UTOPIA publication, with the most recent UTOPIA IV issue featuring works by Juergen Teller, Carly Mark, Pierre Huyghe and more.
“Clothing is only the tip of the iceberg: The P.A.M. universe incorporates publishing, music, nightlife, art and even food. The operative word here is community, and not just in the hype-building brand x brand mode that we’ve become accustomed to. From their close personal and professional relationship to their agship stores, where they offer similar-minded brands alongside their own clothes, they’re always looking to link one thing to another, introduce one creative to another and share their ideas with their wider circle.”(Liam Hess, Heroine Magazine)
P.A.M. (Perks And Mini) presents a unisex offering each season, which tailors to a style built upon layering and multi functionality. Dresses and skirts are designed with a unique take on femininity and utility, with intricate cuts, luxurious fabrics and bold silhouettes. Pants, shirts, shorts and jackets are made for scaling fences, riding bikes at night and travelling long haul ights. Form and function are synonymous, and styles such as the “Duplo Pant” are internationally recognized as a signature P.A.M. (Perks And Mini) piece that offers practicality with a uniquely P.A.M. (Perks And Mini) shape and detailing.
On explaining their interests and sources of inspiration to i-D Magazine: “We believe in a perfect world of goodness, excitement, freedom, fun, stupid times, strange tastes and strange visions. We’re interested in things that are steeped in mystery, things that cannot be explained. We’re into myths and legends, secret societies, colours, abstract thoughts, nonsense, stupidity, costumes and serious madness. That’s why Egypt, aliens, strange recipes, hallucinogens, primitives, strange balls of light, ESP and kraut rock are so exciting to us.”
P.A.M. (Perks And Mini) has garnered an international following for its seasonal graphic prints. Sell-out designs like the PSYCHEDELIC LIFE, BALEARIC FLAG and CLUB P.A.M. prints have become cult sought after pieces and capsule collections like the P.A.M. X BROWNS Smurf t-shirts have sold out through word of mouth, with minimal promotion leaving the designs shrouded in mystery and furthering their cult appeal.
As of 2019, P.A.M. (Perks And Mini) will release two collections per year, beginning with SS19 STRANGE LOOPS. Each unisex collection will feature a mens and womens component with a governing theme or concept weaving a thread through the collection. The theme acts as both a source of inspiration during the design process, and point of reference for others when viewing the collection, and, like all P.A.M. (Perks And Mini) collections, will be reiterated through means of an accompanying video or lm.
P.A.M. STORE MELBOURNE (est. 2015, formerly SOMEDAY STORE est. 2003) and P.A.M. STORE SYDNEY (est. 2011) present new P.A.M. (Perks And Mini) collections alongside a selection of likeminded labels which have included Visvim, Gosha Rubchinskiy, Supreme, Bernhard Willhelm, C.E (Cav Empt), Wtaps, Pelvis, Aries, Neighborhood and Eckhaus Latta. A selection of books and records (The Trilogy Tapes, PAN Records, Workshop Records, Born Free Records, Idea Books and more) are also available. P.A.M. also had a store in Parco, Shibuya, Tokyo, from 2006 – 2007.