Few words conjure images of opulent excess like “Beverly Hills.” With its palm tree-lined streets, sprawling estates, absurdly expensive shops and restaurants and steady supply of celebrities, this Los Angeles suburb has been featured in television and countless films, with everyone from a Detroit cop to a carload of hillbillies to an angst-filled collection of high school students living the life of the rich and famous.

With imagery like that, it’s no wonder that regular Joe’s everywhere might not want to at least pretend like they lived in such a place, even if their paycheck couldn’t quite support living in such a luxurious location. And that’s where Camp Beverly Hills comes in, clothing line launched in 1977 to provide a less pricey alternative to the high fashion available from Rodeo Drive. One of the first clothing lines to feature pastel colors, they fit right in with the affinity for these shades in the coming 80s decade. Adorned with a palm tree logo, these casual garments, which included such summer apparel as loose-fitting shorts and t-shirts fit the perception of what a carefree California millionaire might wear while taking little Muffy for a walk on an August afternoon.

Eventually, thanks to the ever-changing trends in the fashion industry, Camp Beverly Hills fell from favor and disappeared entirely from the market in the 90s. By 2004, however, the product was re-launched and made an impressive comeback in various high end department stores – proving yet again that anything that mentions Beverly Hills in its name will always find popularity among the common man.