In the summer of 2009, Jaya Apparel Group (formally L'Koral Industries), the company behind break away lines such as Elizabeth and James, launched Patterson J. Kincaid: effortlessly chic basics essential to any modern girl’s closet. A hit from its inception, the line is based on a carefree sensibility that brings ease in dressing to its adorers. Attention to detail such as vintage inspired prints, embellishments, and seaming allows each signature piece to stand out. Constantly evolving from its foundation, Patterson J. Kincaid has matured to incorporate sophisticated, on-trend styles that easily transition from day to night: including bottoms, jackets, and knitwear. The clothing is not the only thing to transform, but a new name and logo of “PJK” reflects the ease we bring to the consumer. A key to the line's success has been designing with the customer as inspiration: a feminine fashion lover, who enjoys alluring silhouettes at an approachable price point. With retail prices ranging from $98 to $298, PJK has quickly become every girl’s obsession at a price she doesn’t need to obsess over.