Percival launched in East London in 2010 around a simple idea: take traditional menswear staples and subvert them with updated fabrics, fits and small unexpected details rather than reproducing them exactly. The range spans coats, suiting, knitwear and footwear, alongside more specific lines like waterproof trenches, linen suiting and a performance-focused sportswear label, PCVL. It later opened a Soho store to bring its online community into a physical space.