At a glance, you’d be forgiven for thinking Liam Gallagher’s straight talking British brand, Pretty Green is inspired by and designed exclusively for mods. Don’t get me wrong, this defiant 60’s subculture absolutely influences certain aspects of the brand, not least their SS16 ‘London Mod’ collection, but it doesn’t shackle it. Pretty Green isn’t simply about a particular movement or group, fundamentally Pretty Green is about blending people’s love for fashion and music, pure and simple!
It’s an ethos that’s propelled the brand a hell of a long way since 2009. Winning Drapers Menswear Brand of the Year in 2010, and boasting high profile collaborations by the likes of Paul Weller and The Who, they’ve grown into the truly global, and much loved label we know today. A meteoric rise indeed, and one that is in no small part thanks to Liam’s steadfast vision, and personal involvement with all things Pretty Green. It’s rumoured that the iconic frontman casts his Beady Eye (sorry, couldn’t resist) over every single garment before it hits the shelves, it’s no wonder aspects of his flamboyant style flavour each collection.
Here at Woodhouse we’ve got a lot of love for Pretty Green, as you can probably tell, so the arrival of their latest collection is an event in itself! This season’s London Mod collection takes inspiration from British rock & roll icons The Who, uniting the clean, measured principles of mod style with the bands tumultuous flair. Sharp silhouettes are shrewdly interspersed with rich prints lending a typically Pretty Green patina to the collection.
All things considered It’s Pretty Green’s bolshie, no frills attitude which gives it so much appeal. Classic, British, street savvy clothing for those who love music, and love style.
Cast your attention to this seasons look book imagery below or view our full SS16 here.