The company is based in Hackney Wick, United Kingdom, and produces short-run outerwear, shirting, embroidery, lambswool knits, fabrics, and technical outerwear using rare, internationally-sourced materials. Percival combines British understated style with a fresh approach to fashion, subverting the classics with unique designs. The company operates without rigid fashion business models, making small collections often to keep the offering fresh and varied. They sell directly to customers to keep products cost-effective by avoiding wholesale markups.