Paly Hollywood was launched in 2020 by James franco and Kyle Lindgren. Inspired by Hollywood's gritty past, the Brand features distressed T-shirts, sweatshirts and hand-knitted sweaters. The name comes from Franco’s love of his hometown: Palo Alto, California and Lindgren’s dad’s support in launching the business. The collections are produced in limited quantities and are centred around the dark side of Hollywood, art, design and ’California Cool’. Franco is not only the cofounder of the brand, he has also used his personal artwork collection, “thousands and thousands of drawings” to create the prints, with each piece subsequently being garment-dyed, washed, and sun-faded to create a vintage feel.