As the creative brand manager for Publish, Alex James has helped to shape the menswear line's sporty, minimalist aesthetic. James' latest venture, Pleasures, marks a departure from the true-blue Americana territory into darker, albeit cheeky waters. We'll consider Pleasure's inaugural collection something in between dadcore and goth: lightweight coach jackets are decked out with a handwritten suicide note and canvas baseball caps are stitched with RIP messages for a fictionally dead Morrissey. Fittingly, the line's lookbook features expertly styled models traipsing around a cemetery. If you're down to dabble in the dark side of streetwear, browse Pleasure's first offerings here.