Pretty Green: Mod Fashion for the Modern World
Founded by Liam Gallagher in 2009, Pretty Green is a menswear lifestyle brand at the top of thier game. Each season Pretty Green design and style every element the modern man needs in his wardrobe, from the everyday contemporary Mod Green Label range through to the premium designer Black Label collection. In addition, limited edition collaborations and theme collections are available, most recently Pretty Green x The Beatles White Album collections. Here's our guide to buying and wearing Pretty Green, plus Pretty Green's history and mod heritage and latest collections.
Once upon a time, or maybe twice, there was an unearthly paradise called Pepperland. 80,000 leagues beneath the sea it lay, or lie. I'm not too sure...
Celebrating the 50th anniversary of Yellow Submarine, Pretty Green present their latest Beatles collaboration collection for Spring and Summer 2018. The world premiere of Yellow Submarine took place on the 17th July 1968 at the London Pavilion, Piccadilly Circus. The film has since become a cult classic. It's the animated adventure of the Fab Four's journey to Pepperland, which had been besieged by music-hating Blue Meanies. Blue Meanies can't stand music or happiness and joy of any kind, so they have plunged Pepperland into a solid state, freezing all the inhabitants and placing a music-proof globe around Sgt Pepper's Lonely Hearts Club Band. John, Paul, George and Ringo must battle across the Sea of Monsters, Sea of Science, Sea of Holes and more to bring music back to Pepperland!
Taking elements of Yellow Submarine's iconic design and look, Pretty Green have created a fantastic collection of polos, t-shirts, swim shorts, bucket hats and jackets worthy of the Fab Four. Here's a few high lights below, or take a trip to Pepperland and explore the whole Pretty Green x The Beatles collection here.
Pretty Green x The Beatles Sea of Holes T-Shirt
Pretty Green is a regular fashion fit brand. In our experience, most people find their normal size fits for a regular fit, or take a size down if you like to wear it fitted. In comparison to other menswear brands, Pretty Green is very slightly bigger fitting (as such, Atom Retro stocks XS through to 2XL where available). Below you will find Pretty Green's size guide for tops, jackets and trousers. As always, don't hesitate to contact us if you have any questions about the size or fit of any Pretty Green garments.
Sizing provided by Pretty Green:
"I've got to make clothes that I like, do you know what I mean? I'm not making it for anybody else. Hopefully they'll like it. If they don't, at least I'll get a wardrobe out of it."
- Liam Gallagher, 2009
Above is the video statement issued by Pretty Green and Liam Gallagher upon the launch of Pretty Green in 2009. Since then, the brand has gone from strength to strength. Launched in collaboration with rock star and fashion icon, Liam Gallagher, Pretty Green is a contemporary men's lifestyle brand which focuses on the synergy of sharp fashion and rock music history. Each collection is still vetted by Liam Gallagher to ensure he's happy with the range. The fit block is also based on Liam Gallagher's size and fit.
Not long after the brands launch, Pretty Green won the 2010 Draper's award from Menswear Brand of the Year indicating the mark Pretty Green had made on the fashion industry already.
Collaborations and limited edition collections is something Pretty Green has become famous for. Their first collaboration came in 2011, a small capsule collection comprising a t-shirt, badge and poster in aid of Teenage Cancer Trust. Next came a collaboration with Paul Weller - the man who wrote the song which coined Pretty Green's namesake. The Paul Weller for Pretty Green collection included dress shirts, sharp tailoring and coats designed by Paul Weller. He said, "I have taken my inspiration from the 60’s and 70’s and have reflected my own style in the collection."
Later in 2011, Pretty Green showcased a never seen before collection of Pete Townshend's archives of notes, desk diaries, photos and original lyrics from the making of Quadrophenia alongside album artwork, to coincide with the launch of Pretty Green's limited edition Quadrophenia mini collection, comprising four t-shirts featuring original artwork inspired by the exhibition and of course, the iconic The Who fishtail Parka.
More collaborations and limited edition collections followed. Highlights included a fashion show for the Autumn/Winter 2014 collection which was held in London's famous and iconic Beat Club, which had first opened its doors in 1966 as The Speakeasy Club. That collection was inspired by the Beatles rooftop concert in January of 1969, so the setting provided the perfect backdrop for this. Theme collections like 'The Walrus' and 'White Dove' also followed inspiration provided by The Beatles sense of style.
Another notable collaboration came in Spring 2015, with the 'Storm' Capsule collection, inspired by the 1973 Pink Floyd album ‘Dark Side Of The Moon’ and it's striking album cover designed by Storm Thorgeson. Shirts, Jackets and T-Shirts took elements of Storm Thorgeson's unique Pink Floyd design to create a truly stand out limited edition collection.
Following the success of these collections, Pretty Green designed and styled further limited edition theme collections and collaborations with Jimi Hendrix, John Smedley, Gloverall and a homage to Northern Soul. Then for Autumn 2017, came the one we'd all been waiting for - Pretty Green x The Beatles. To celebrate 50 years since the release of the Beatles seminal album, Sgt Pepper's Lonely Hearts Club Band, Pretty Green launched a limited edition collection inspired by the music, the band and the Beatles fashion and look of 1967. Incorporating inspiration from Penny Lane, Strawberry Fields Forever and all the tracks from Sgt Pepper's, the range comprised military style tunics, jackets, coats and a Beatles parka, as well as shirts, kaftan shirts and t-shirts.
For Summer 2018, the Beatles collaboration continued with a 50th anniversary collection celebrating the Beatles Yellow Submarine film. Featuring 60s pop art design inspired by the iconic film and music from 1968, this fantastic limited edition collection includes shirts, t-shirts, jackets and polos. Atom Retro has the full range available online here - remember the collection is strictly limited edition, so once it's sold out, it will be gone forever. As with all the previous Pretty Green limited edition collections, it will be highly collectable.
Into Autumn 2018, and the Beatles collection turned it's attention to The White Album's 50th anniversary. With the Beatles releasing new, deluxe versions of the 1968 album, Pretty Green followed suite with an amazing Autumn and Winter Beatles inspired collection.
When and who founded Pretty Green clothing?
In 2009, Pretty Green was founded by Liam Gallagher. A fashion icon in his own right, the range was designed to emulate Liam Gallagher's personal style plus to cater for what he thought was missing in contemporary menswear. In a filmed statement upon the launch, Liam said, "I'm starting a clothing range called Pretty Green. The reason I'm doing it is because I love clothes. It's gonna do clothing I like. If people like it – cool – if they don't, they don't."
Why is it called Pretty Green?
The brand is named after the song, Pretty Green by The Jam. Pretty Green is slang for money. The opening lyrics are:
I've got a pocket full of pretty green, I'm gonna put it in the fruit machine
I'm gonna put it in the jukebox, It's gonna play all the records in the hit parade
What is Pretty Green Green Label?
Pretty Green Green Label is the main Pretty Green collection and range. It caters for the everyday right through to smart, going-out wear with jackets, coats, parkas, polos, shirts and more. The Green Label range carrys a large core section - items which are available every season, such as the Pretty Green Signature Paisley Shirt, Pretty Green tipped pique polos and Pretty Green logo t-shirts, and also a large range of seasonal styles which are refreshed each collection. As with all Pretty Green styles, it's heavily influenced by the synergy of fashion and music. Rock and Roll in every garment!
What is Pretty Green Black Label?
Pretty Green Black Label is the premium designer collection, the more extravagent and flamoyant brother to the Pretty Green Green Label collection. The Black Label collection is typically smaller and more exclusive than the Green Label range. Each Black Label garment is premium quality, made from premium fabrics and utilising the most imaginitive of Pretty Green's designs. Usually the Black Label collection will follow a music based theme, past inspirations for Black Label have included John Lennon, Syd Barrett and The Who. A full lifestyle collection, the Black Label range comprises jackets and coats, shirts, polos, knitwear, t-shirts and accessories.
Where can I buy Pretty Green Black Label?
Pretty Green Black Label is exclusive to selected retailers. Atom Retro carry Pretty Green Black Label. You can view the current range here.
What is the Pretty Green x The Beatles collaboration?
Following the successes of Pretty Green's previous limited edition ranges for Jimi Hendrix, The Who's Quadrophenia and Storm Thorgeson, Pretty Green's finest collaboration to date arrived in Autumn 2017 - a collaboration made in heaven for rock music and fashion fans alike, Pretty Green x The Beatles. The first collection for Autumn/Winter 2017 celebrated the 50th anniversary of The Beatles seminal album, Sgt Pepper's Lonely Hearts Club Band and for Spring/Summer 2018 this is continued with the 50th anniversary of the Beatles film, and Pretty Green's Beatles Yellow Submarine collection. The new Yellow Submarine collection is designed for Summer utilising the iconic 60s pop art style Yellow Submarine is famous for, and including short sleeve shirts, t-shirts, polos, swim shorts, a denim jacket and a limited edition Yellow Harrington jacket.
Where can I buy the Pretty Green x The Beatles collection?
Atom Retro stocks the whole Pretty Green x The Beatles collection and it's available online here.
Who is famous for wearing Pretty Green?
As well as – of course – Liam Gallagher, Pretty Green has been spotted being worn by celebrities and public figures as diverse and varied as Kasabian's Tom Meighan, actors Jason Statham and James Buckley, footballers Jermaine Defoe and Joe Cole and many more.
Why do Mods love Pretty Green?
There is a strong mod element to Pretty Green clothing. Taking inspiration from music history and heritage, it was inevitable there was going to be a certain amount of mod fashion involved. Pretty Green caters for all the mod wardrobe stapes, not least the fishtail parka – but also a wide range of mod clothing essentials including 3 button pique polos, knitted polos, Harrington jackets, desert boots and paisley shirts. Coupled with this is Pretty Green's musical influense and inspiration taken from mod icons like Paul Weller, Keith Moon, Steve Marriott and more.
What is the connection between Pretty Green and music?
Pretty Green's range is designed with music in mind. It appeals to music and fashion fans alike, with an emphasis on sixties and seventies rock and roll. Among the many musical influences in the Pretty Green range you will find a lot of inspiration from The Beatles, John Lennon, Paul Weller, The Jam, The Who, The Small Faces, Pink Floyd and many more. Pretty Green boasts that every garment in thier range has a musical story - sometimes they're more abstract but discovering exactly what and where the idea has come from is half the fun!
Where can I buy Pretty Green?