In a way this is quite a weird thing for me to be doing, since I suspect most Mods, like me, don’t give a flying f**k about “new seasons” or “trends”, never have and never will. You see something you like and you buy it, simple as. Don’t need anyone telling you what to wear it with or any of that nonsense. I’m sure I can’t be alone in saying most of the stuff I buy comes from an eclectic mix of small, specialised and boutique shops, the more Mod corners of some high-street brands (such as Next), as well as a portion from the usual suspects Merc, Ben Sherman, Pretty Green and basically anywhere I can get my hands on some good clobber. It doesn’t really matter who made it, as long as it looks good.
How have they managed this confident swagger while Ben Sherman and Merc, both well-established brands, seem to tip-toe along in the no-man’s land between Mod and mainstream? Is Liam Gallagher really this much of a genius? Or is Pretty Green deep in the red from losses and being subsidised by his music fortune?
Any answers, tell me what you think.