How James Mayes Turned an Idea Into a Million-Dollar Fashion Brand: EMLINE

Every major fashion empire starts with a dream, but for New Orleans native James Mayes, that dream transformed into EMLINE—one of the fastest-rising high-end fashion brands coming out of the South. What began as a simple idea and a trunk full of clothes has evolved into a million-dollar brand with its own flagship store, celebrity cosigns, and a rapidly growing national presence.

From Fly Kid to Fashion Visionary

Growing up in New Orleans, James was always known as one of the flyest in the city.In local culture, “flyest” means something deeper than just being well-dressed—it means having fresh fits, exclusive kicks, and a fashion sense that stands out from the crowd. James didn’t just follow trends; he created them.

That natural eye for style became the foundation for a brand that would soon transcend the city that raised him.

The Birth of EMLINE

EMLINE didn’t start in a design studio or a boardroom—it started out of the trunk of James’s car. Like many great entrepreneurs, he hustled his way into the fashion world piece by piece, building a loyal following one item at a time.

His brand quickly became known for:

• High-end quality

• Bold, luxury-inspired designs

• Aesthetic appeal that blended streetwear with upscale fashion

• Exclusivity—something New Orleans consumers crave

People didn’t just buy EMLINE—they believed in the movement behind it.

From the Trunk to a Flagship Store

Fast forward to 2025, and James Mayes has done what very few independent designers from New Orleans have achieved:He opened the official EMLINE Flagship Store in his hometown.

And he’s not stopping there.

James is already working on his second location in Houston, Texas, expanding the brand into a major fashion market and solidifying EMLINE as a regional powerhouse.

A Future Among Fashion Legends

If James continues this upward trajectory, he’s on pace to join the ranks of modern fashion greats—names like Virgil Abloh, Heron Preston, and Fear of God’s Jerry Lorenzo. EMLINE is proving that luxury doesn’t have to come from Paris or Milan—it can come straight out of Uptown New Orleans.

With consistency, innovation, and the same hunger that drove him from the trunk hustle days, James Mayes is building a legacy that could soon put him among the elite in high-end fashion.

The Sky Is Truly the Limit

James Mayes took a dream, applied relentless work ethic, and created a brand that speaks for itself. What started with a vision is now a million-dollar fashion label with unstoppable momentum.

Make sure to follow his journey on Instagram:📌 @EmlineJames📌 @The___Emline

EMLINE isn’t just a brand—it’s a movement- It's For The City And it’s only getting started.