First Look

American Viceroy

Debuting this week at Steven Alan Annex in New York and American Rag in Los Angeles, American Viceroy, a new line of cotton shirts and pants inspired by pajamas. Imagine an ultra soft woven shirt, sans the stiff collar or sleeve cuffs, with slightly oversized buttons and a patch pocket. Casual, idiosyncratic and a tad preppy, the pieces are more Wes Anderson than Hugh Hefner. "Yeah, Hefner is the antithesis of what we're doing," says Jerry James, who co-designs the line with David Dewese—both native Texans who run the American-made label's operation (including production) out of Fort Worth. "Growing up, I remember not wanting to change out of my pajamas, they were worn and slightly out-grown, but I felt like a million bucks." And now you won't have to.

Shirt and pants, $145 each at Steven Alan Annex and American Rag

• James and Dewese also play in the rockband Foxymorons.