John Peterman, born in 1941, founded his eponymous brand as a mail-order clothing company in 1987. The first piece of clothing he sold that year was a duster, which was a military-inspired overcoat. It sold well because of the ideas or romance it engendered. J. Peterman’s brand concept is three-fold: independent, uninhibited/relaxed and individualistic. There is always a storyline or concept in each of the brand’s product, illustrated in black and white drawing accompanied by a description in literary style in mail order catalogs. These catalogs are well-loved by the brand’s customers, and they became collector’s items among its most loyal fans.

The vision of JP: by J. Peterman, an extension of the group's brand J. Peterman acquired earlier, is to bring more recognition to the JP brand to customers outside the United States. As consumer confidence continues to improve post-COVID and the economy is rebounding steadily, it may now be the right moment to introduce JP: by J. Peterman to markets outside the United States. The brand will be launched and nurtured in Hong Kong and then gradually expanded into the entire Asian market.