Josh Peas of Peas & Carrots International
“Struggle makes for a good story doesn’t it? So nowadays, we just say ‘FUCK IT,’ ‘FUCK THEM,’ ‘FUCK ‘EM.’ But what exactly are we ‘fucking?’ WHO are we flipping the bird to? A trend I hate? How about random acts of complaining.” When Jeff Staple speaks on street-culture, it’s usually worth listening. His gripe comes with the onslaught of brands who seek notoriety through controversy. There are, however, certain brands that have taken a different route and it is such diversity which makes “street culture” one of the most fascinating global subcultures. Against the backdrop of “fuck this, fuck that,” Peas & Carrots International have been dropping some of the hottest tees and sweats in the past year or so, while promoting genuinely positive vibes. I guess eating your vegetables is pretty damn cool now.
P&CINTL have every right to be so positive about things; they’re young and making serious power-moves on several fronts. From recently opening their first bricks and mortar store in LA to Casey Veggies, their charismatic front-man, dropping his highly acclaimed Life Changes mixtape; Peas & Carrots seem to have the world, or at least Fairfax, at their feet. The brand’s ascent has taken them from 7th graders getting the bus to go cop a $40 tee in Stussy or Union up until present; collaborating with the likes of Diamond Supply and SSUR. While Casey continues to tour the states with acts such as Mac Miller, Anwar Carrots and Josh Peas hold things down for the brand on the design and marketing front.
Recently, we sat down with Josh Peas for a quick chat about his first pair of sneakers, where the brand is at today and rumours of a potential collab with Puma.
TRC: You and Anwar started out under the name Priceless clique, right? How did that come about and how did it develop into PNCINTL and Casey Veggies.
JP: Pricele$$ was just a high school prep gang we all were a part of. We were just kids dressing nice and doing whatever we had to do to dress nice. We used to kick it at the Grove in LA. Casey was always the youngest kid hanging around us. Anwar and I had the Peas and Carrots blog, just documenting our lifestyle and stuff we were into. Casey eventually started rapping and picked up the name, Casey Veggies. The whole movement grew on its own, that’s why we push the “Live and Grow” motto.
TRC: Growing up, who were your main influences within streetwear?
JP: The brands and stores around Fairfax were our main influences. Seeing brands such as Supreme, Diamond Supply Co., The Hundreds, and Fresh Jive grow and push the streetwear business was a huge inspiration.
TRC: What was the first pair of sneakers you bought with your own money?
It was probably a pair of Vans. The first shoes I ever spent excessive money on were some Grape Vs.
TRC: First rap album you bought?
JP: Bone Thugs – E. !999 Eternal
TRC: You’re Fairfax kids, right? How has that whole scene changed in recent years? It was already a really vibrant scene, but it seems to have gone to a whole new level in recent years.
JP: It’s more consumers, opportunities, and money in the air. Back in the day, it was more of a creative space and just a place to hang out. Now it’s big business.
TRC: You’ve been pretty conscious about the power of consistent branding from the jump. The vegetable theme is woven through all your work from the very start. What was it that made you so aware of the power of branding?
JP: The best brands always have strong branding. If you look at Bape, Coca Cola, and Kodak, the common thread is great branding.
TRC: Ain’t Shit Funny, Peas, Carrots, – there’s real positive vibes in your work. It’s a pretty different angle to take for a streetwear brand, but it seems to be working. What was the thinking behind PNCINTL’s whole ethos?
JP: It’s all about life. Who wants to live a negative life? You get what you put out into the world, and we are very conscious of that.
TRC: Positivity hasn’t always been present in a lot of streetwear design. It’s refreshing to see. Congrats on the new shop. How’s that working out for you guys? It definitely gives you a platform to grow from now. It can’t have all been smooth sailing, right?
JP: I’ll quote Payroll Giovanni of Doughboyz Cashout, “y’all just see us lookin clean the dirt stay within the crew.”
TRC: You have a real close relationship with Puma. Can we expect that relationship to result in some sort of collaboration?
JP: Yes, definitely. Puma is a great company that understands and trusts our vision. Expect a few surprises in the near future.
TRC: Who would be your dream collaboration? You’ve already worked with some pretty big brands and creative people…
JP: I would love to collaborate with a restaurant or chef. It seems like a no brainer with the whole vegetable aesthetic.
TRC: What’s planned for the future? Are there plans to expand into international markets?
JP: Stay Tuned. PeasnCarrotsINTL.com