Pretty Green was guaranteed to be an influential brand from the moment of it’s announcement and 8 years later it continues to shape contemporary British menswear. Pretty Green was first imagined in 2009 as a collaboration between Oasis frontman Liam Gallagher and famed designer Nick Holland. As a staple of the nineties in the UK Liam Gallagher had a unique and instantly recognisable style which helped to influence a generation during the rise of Britpop. Through the release of the Pretty Green collection his influence on British Culture and fashion continues and it is no surprise that he has been named one of the most important voices in British music.
Pretty Green’s designs have traditionally taken inspiration from classic mod and indie styles, mirroring the style influences of the brands founder. The collections focus on reworking classic menswear styles with their classic indie twist creating a perfect modern wardrobe for the modern lad. Bucket hats, jackets, polo shirts and overshirts feature prominently throughout the Pretty Green seasons and the brand has grown to become the uniform for a culture. Taking inspiration from as far back as the 60’s Pretty Green effortlessly repackages this concept into a modern, forward thinking collection which oozes style.
In recent seasons the brand have joined forces with the 90s favourite Umbro. Collaborating an ode to vintage ‘90s sportswear infused with a healthy dose of rock'n'roll. The collaborations draw on the influences and heritage of the two brands rooted in British culture. Music and football remain at the heart of British culture and this inaugural collaboration from Pretty Green and Umbro symbolises the nations love for both.
Throughout each season runs some of the most iconic designs including the brands signature paisley pattern, gingham checks and bright colourways. With throwbacks to the Madchester Era and the Psychadelic Seventies the Pretty Green collection reworks some of the most important events in British culture for a modern audience. Far from relying on the involvement of Liam Gallagher the brand has it’s own unique identity and has refreshed the concept of modern British fashion and become a staple in the countries menswear scene.