Famous dudes get the best in life: stupid amounts of money, blindingly white teeth, and girls, girls, girls. And if they're lucky, they'll also get a James Perse T-shirt. When you see Ashton Kutcher, cast members of Entourage, and Tobey Maguire kitted in the designer's garb, you figure it's not for you. And you're okay with that. That is, until you touch the stuff. "You have to experience it," insists the 33-year-old Perse. "It's fun seeing everyone running around town in it, but it's much more than just a T-shirt. People expect a certain texture, a certain fit. It's important to maintain that integrity."

Son of Tommy Perse, owner of the L.A. boutique Maxfield, James is on his way to becoming a Hollywood institution-and a profitable one at that, ringing up $40 million in sales for 2005. "It's not about being fashionable," maintains the designer, who recently ventured into outerwear, accessories, and suiting. "I've always been about being true. I consider myself a California brand. It doesn't matter where I am in the world I'm still trying to communicate that this is what it's like here."

And now "here" can be experienced in namesake shops in Malibu and NYC. Yet even with expansion on his mind, Perse relishes in details, focusing on a single article of clothing. "Hollywood is out of control with jeans," Perse vents. "I think people's conception of a khaki is lost. They look preppy or dirty. I'm on a mission to build the pant business."

Great, one more reason to envy the famous.