London can claim to be a city with a very heterogeneous cultural and intellectual movement. This effervescence has not been limited to a specific period, but it has been mingling to give rise to a wide variety of styles meeting the needs of various cultural and urban groups. Since the late 50s with the entry into the British Isles of modern jazz and rhythm and blues musicians, the British fans of this music, so called mods, imitated that new trend and soon it was created an important market-focused on this characteristic urban tribe. Two of today’s most known and used brands inside and outside the islands, Fred Perry and Ben Sherman, replied to this need and provided a good quality clothing that delighted the most demanding mods.
Fred Perry is a brand that keeps its original style, urban groups like the mod, even the skinheads have associated to this trend, until the Britpop fans revived the brand and style mod. Fred Perry was born a few decades ago when the eponymous named tennis player retired from his successful career and decided to devote his efforts to fashion, giving rise to the already legendary brand of the two laurels, which mixed sports design with materials resistant to any contingency. Over the years, it has recovered the prestige, not only due to the support of British indie bands, but also due to the quality of the materials used. Typical Fred Perry are its stylish polo shirts, small plaid shirts, diamonds or stripes vest and simple jumpers, easily identifiable by their quality and stylish design.
The other London brand to which the mod style followers also linked to, was and is the Ben Sherman brand. Its distinctive logo with the brand name manuscript uses the colors blue, white and red of the Royal Air Force of the United Kingdom. It is easily recognizable by the button-down small plaid shirts, cut tight to the body and the button on the back of the neck. The founder of this company, Arthur Bernard Sugarman established this company back in 1963, intending to occupy this market segment that was opened in the early 60s when American jazz musicians came to the London stages. Their American style captured the attention of this young Britan followers. He decided to manufacture this type of clothing following that style with a British plus, giving rise to quality British clothes that enchanted the young mods. With the advent of the hippy movement, this brand saw a decrease in its popularity. However, as it happened with the brand Fred Perry, it came back with the wave of Britpop musicians in the 90s that stood out with their catchy Britpop music. Nowadays, like its counterpart Fred Perry, it is a consolidated brand, updating its style, but keeping the original spirit for the delight of young new mods all around the world.
Claudia – Marketing Team