Peruvian Flake wasn't created in a marketing meeting. It started years ago, after I got my first job in the United States.

One day, one of my coworkers asked me where I was from.

I replied,
“Peru.”

He looked at me, smiled, and said,

At the time, I had no idea what he meant. I just laughed and figured it was another nickname.

Years later, I learned that “Peruvian Flake” had once been used as slang for exceptionally pure cocaine from Peru.

That made me think.

Just as the slang referred to the purest and highest-quality product in its world, I wanted Peruvian Flake to represent the very best quality in ours.

Today, the name stands for premium craftsmanship, attention to detail, and products built without compromise. Every hat, hoodie, and T-shirt carrying the Peruvian Flake name reflects that commitment.

Pete—wherever life has taken you, I hope you're doing well. I miss you, brother. Thank you for giving me the name of my brand, whether you realized it or not.