Mod-tastic party at Pretty Green

Liam Gallagher’s Pretty Green store in Covent Garden hosted a party to celebrate its new S/S 2014 menswear and tailoring collection on Wednesday, but who needs an excuse for a party? Swagger and northern lilt were optional.

The label is very much focused on the mod look; it is stylish but with a bit of that Mancunian attitude we all remember from the 90s. For everyday wear there is the Green Label , a casual range with signature pieces such as the polo shirt. For something a bit smarter the Black Label offers classic British tailoring.

Former Charlatans front-man Tim Burgess took to the decks to get things moving, but the climax of the evening saw singer-songwriter Eugene McGuinness perform an acoustic set whilst guests swigged on beer and checked out the clothes.

It was clear from the evening’s turn-out that the label has a strong mod following, and this was reflected in the numerous Paul Weller doppelgängers who attended in force.

The label has also collaborated with Jamie Hewlett (co-creator of virtual band Gorillaz), and the Teenage Cancer Trust to produce three limited edition t-shirts to raise money for the charity. The designs depict classic guitar poses and plays on Pretty Green’s rich musical heritage.

Even if you’re not a fan of Liam’s style, the brand still has some elegant and classy menswear which might just leave you thinking definitely maybe.

Diana McCormick

For further information, click here.