Peels is a workwear brand born in New York, created by Jerome Peel. Jerome began his foray into fashion functionally, making uniform shirts for his father’s painting company. As demand for his signature work shirt grew, Jerome began selling the shirts online, eventually turning a uniform brand into a fashionable streetwear company. The garments have appeared on numerous celebrities including Jonah Hill and Zendaya. To this day, Jerome's dad still wears the original work shirt gifted to him by his son seven years ago.
The collaboration will be promoted with a campaign featuring TikTok creator Clara Perlmutter, shot by photographer Luisa Opalesky. Originally from Philadelphia, Luisa is a Parsons graduate who has called New York City home since 2007. She teaches at the Bushwick Community Darkroom and photographs for The New York Times, amongst other titles and campaigns.