In early 2009, P.C. WiLLiAMS was set up by designer Patricia Williams. With an aim of bringing a detailed design aesthetic to London's streetwear scene without jeopardising what makes streetwear what it is. "I want to design clothes that allow me to use my knowledge of fabrics to create new aesthetics. I design wearable pieces that push what my idea of streetwear is and that pay attention to the small details that make each garment pop and that make men look good" -- Patricia Williams