The French Riviera has long been a magnet for sun-seekers and style enthusiasts, but this season, Indie Beach in Ramatuelle has a distinctly West Coast influence. James Perse, the Los Angeles-based fashion and lifestyle brand, has reimagined the iconic beach club with a curated shop and refreshed uniform, bringing its signature California aesthetic to the sun-drenched French coastline. This summer’s transformation follows Jacquemus‘ successful presence last year.
“I visited Indie Beach last year and was really drawn to its vibe and energy,” said James Perse, CEO of James Perse Enterprises. “I think Tobias and his team capture the unique beauty of Ramatuelle while blending it seamlessly with the charm and relaxed sophistication of Saint-Tropez.”
The partnership runs until mid-September. Visitors now find a carefully curated James Perse store nestled among driftwood and bamboo structures, with staff wearing newly designed uniforms that reflect the brand’s signature minimalism.
The exclusive capsule collection, available only at James Perse Indie Beach, features thoughtfully reimagined wardrobe essentials and custom surfboards that celebrate both brands’ appreciation for craftsmanship and understated luxury.
Tobias Chaix, co-founder of Indie Group, said he and his partners have always admired James Perse‘s approach to relaxed luxury. The collaboration felt natural because both brands value simple, high-quality materials and designs that never go out of style. They’re excited to bring this shared vision to Indie Beach and see how people respond.
