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Garrett James says he was never considered “best dressed” when growing up in Fountain Valley and playing college basketball at Chapman University.
But now professional athletes from NFL players to Olympians are wearing his exclusively-designed basketball shorts and 1970s-inspired work jackets all over social media.
James, founder and creative director of Ryoko Rain, launched the luxury streetwear business in summer 2021. The Fountain Valley-based company reached nearly $3 million in sales within the first three years, said James, who combined the middle names of his two eldest daughters to form the name his company.
It all started with a pair of basketball shorts with a paisley pattern that James designed and dropped online – a collection of less than 100 pairs that sold out instantly.
“I never anticipated it,” he told the Business Journal. “But then that became contagious. And figuring out how I can continue to keep that momentum was probably my mindset for the next (few) years.”
A year later, he expanded offerings to include jackets, hoodies, hats and tees with prices ranging between $40 and $280.
“I wasn’t really trying to create a sportswear brand. It wasn’t just a product that was worn on the court or on the field. It was something that they could wear as a fashion statement off the field and off the court,” James said.
Each collection features a few unisex pieces of apparel designed by James that will then drop online until inventory sells out.
His business partner Justin Otsuka said that when looking at the “tagged” section on Instagram, they can see the variety of people who wear the brand.
“(With) the diversity and the breadth of who it appeals to, I’d be hard pressed to find some other brands that have the same reach,” he added. “It’s not specific to any type of demographic or culture.”
Then in November last year, Las Vegas Raiders defensive end Maxx Crosby became Ryoko Rain’s first professional athlete investor and stakeholder. Crosby originally approached the brand over a year ago about backing the venture when the brand didn’t need the capital, according to Otsuka.
Several months later, Crosby pushed for it again.
“He actually loved the brand from the get-go,” Otsuka said.
“Maxx was a true fan (and) he felt like he was a part of it,” James added.
Ryoko Rain has also secured partnerships with the Los Angeles Clippers and Anaheim Ducks. All shorts are cut and sewn locally in Orange County with the remaining apparel manufactured overseas.
On and Off the Court
After several years as a real estate broker for his family’s firm, James started his own youth basketball club in 2013 called IronMan with 20 teams of kids attending weekly practices and summer camps.
While at home during the pandemic, James shifted to start an online business and decided to create a piece of clothing that can be worn anywhere and by all athletes.
“It was probably my entrepreneurial spirit,” he said when asked what led him to launching a retail startup. “I’ve always been someone that liked creating, liked executing.”
James began “cold calling” through direct messages to any athlete he could think of on his social media platforms to try out the first pairs of shorts.
One of the first people to message him back was Gavin Lux from the Los Angeles Dodgers. James also considers Jayson Tatum from the Boston Celtics one of the biggest stars to wear his product.
The company said it grew quickly utilizing professional athletes from different sports, such as basketball, football, baseball, soccer and MMA, as influencers to promote the apparel.
Releasing new products every two to four weeks, Ryoko Rain has at least 100 new pieces online on an annual basis.
The direct-to-consumer (DTC) brand is strong as an online retailer and is looking to launch wholesale shortly, Otsuka said. The team sees a path to its own brick-and-mortar outlets “in the not-too-distant future” and teased a potential retail presence in Australia.
Ryoko Rain’s sales have grown consistently around 20% to 30% over the last two years with 2025 starting at a similar pace, according to Otsuka.