All Eyes on Pretty Green

Founded in 2009 by iconic frontman Liam Gallagher and named after a track by The Jam, Pretty Green have positioned themselves at the cross section of music and fashion and provide an authenticity to their collections through the brand's association with both. Fusing aspects of 60s fashion and music with inspiration taken from terracewear and casual culture has allowed the brand to reach a broad demographic, with looks equally well suited at a football match or on a festival field.

Subtle features taken from the terracewear style demonstrated by a host of popular musicians in the 1990s, particularly those associated with the Britpop era, has helped the bolder, often more psychedelic aspects of 1960s fashion and culture to a modern audience. For example, the brand's iconic paisley print is occasionally used as an inconspicuous addition to streetwear-focused designs while also being used as the central focus in the designs that lean more heavily into the musical heritage of Pretty Green.

This combination has allowed Pretty Green to quickly pivot across different subcultures dependent on the particular season or the focus of the brand at a particular moment. The cooler months of the year with weekends spent on the terraces are perfect for a 90s inspired parka jacket, whilst festival season may be time for a more eye-catching paisley print polo shirt.

A diversity in focus has also been shown through the brand's commitment to a wide range of collaborations through the years, covering everything from Quadrophenia to The Beatles with collections representing particular moments in time and resurrecting long forgotten styles. Throughout the departure of Liam Gallagher and the brand's subsequent purchase by both JD Sports and Frasers Group, the style that has become intrinsic to the brand has remained and continues to evolve with each season's collection.