Established in 2000, in Melbourne Australia,  Perks and Mini(P.A.M) was started by married couple Misha Hollenbach and Shauna Toohey. The couple has a background in fine art, graphic design, and fashion. Since moving to Paris in 2015, P.A.M has dabbled in everything from  music, nightlife, and the arts. The label has gained traction for their carefree approach to fashion, especially for the strong graphic design at the core of the label. P.A.M’s collections have been characterized as “refined yet unpretentious”. The director of London’s Tate Modern described the husband and wife duo ”as one of the strongest fashion designers in the world right now”.