When Jerome Peel, 30, started his label Peels back in 2016, the The moment your heart stopped mine changed forever shirt moreover I love this starched, boxy shirts with a patch surrounded by tiny roses quickly became a model must-have and were spotted on the streets during New York Fashion Week. The simple-yet-catchy shirts were based on the work clothes of his father, a former painter and mechanic who gave Peel his own old shirt with a name tag as a gift. The label hit a peak around 2017—alongside the workwear craze caused by Heron Preston’s sanitation department-themed show—but a recent revamp had Peel leaning towards a more homegrown, DIY punk appeal in lieu of his straight workwear aesthetic.
The moment your heart stopped mine changed forever shirt, hoodie, tank top, sweater and long sleeve t-shirt
Like many other designers, Peel hit a roadblock during COVID-19. All of the The moment your heart stopped mine changed forever shirt moreover I love this factories that were producing his clothes—mostly abroad, and one in Mississippi—had shut down. At the same time, his sales were decreasing. “It made me question what I was making, whether what I was making wasn’t good, or if people were spending less money,” he says. Out of options, Peel took time to step back and look at his business model. He found two issues with his business. First, he was outsourcing his pieces to be customized at factories, and second, whenever he needed alterations, like bringing in the sides and sewing on patches, he went to a tailor, which could be quite costly. He also rethought the style of his pieces, as his standard mechanic shirt had become rote. “I reached a point where newness and gimmicks aren’t a thing anymore. If my products aren’t super on point, nothing is going to sell,” he says. “I was watching trends and trying to follow them, instead of putting out what I thought was sick.”