A British Men’s Clothing label founded by Liam Gallagher
View Pretty Green Fashion collections on London Fashion Review Blog
Introduction to the Pretty Green Brand
In 2009, Liam Gallagher, of Oasis fame, announced that he would be releasing his own fashion label, Pretty Green, named after a famous song by the Jam. The label launched in June of the same year as a menswear range selling t-shirts, knitwear, jackets, trench coats, parkas, denim and accessories. The brand has two separate menswear collections; the Green Label, a range consisting of signature, everyday pieces, and the Black Label, consisting of garments with classic British tailoring in fine fabrics. Since launching in 2009, Pretty Green as a brand has gone from strength-to-strength. In 2010, just a year after its inception, Pretty Green received the Drapers, Menswear Brand of the Year Award, beating off competition from Paul Smith, Boss Orange, Polo Ralph Lauren and Tommy Hilfiger. As of 2011, Pretty Green sells its products to over 80 countries with many online retailers. The label also has a successful e-commerce store of its own, which received the Drapers Award for Best Etail Marketing Initiative in 2011. Pretty Green also sells in boutiques throughout the UK including Cruise & Xile in Glasgow, Sarah Coggles in York, and Psyche in Middlesbrough. The label is also stocked in the famous department store Selfridges. The brand has four (as of April 2011) flagship pop-up stores: Covent Garden (London), Carnaby Street (London), Manchester and Glasgow. To combine Liam Gallagher’s love of music and fashion, each Pretty Green store regularly hosts live music events showcasing the talent of unsigned British artists.
Inspiration Behind the Pretty Green Label
When asked why Liam started his own clothing range he said he was doing it because “…there’s a lack of stuff out there of the things I would wear.… It’s gonna do clothes I like, if people like it, cool, if they don’t, they don’t!” The Pretty Green customer likes to dress sharp, stylish and is not influenced by fashion trends, preferring classic, strong styles and high quality fabrics. As majority shareholder of the company, Liam Gallagher is involved in every stage of the process, including designing both the Green and Black Label collections. The Green Label is heavily influenced by the 1960’s mod scene, while the Black Label has more contemporary influences with design details of the past in their highly tailored products.
Pretty Green Charity
The Pretty Green brand is a keen supporter of charity.In 2011, the label produced t-shirts to raise funds for two charitable organisations. A t-shirt, featuring an illustration by artist David Tazzyman, a pin badge and an A3 poster were created for the Teenage Cancer Trust, in what Pretty Green hopes to be a long-term collaboration with the charity. In the Spring of 2011, following the tsunami that devastated Japan, Pretty Green designed a limited edition t-shirt with the Japanese symbol of love, with all profits going to British Red Cross Tsunami appeal.
Future of the Pretty Green Brand
Since its inception in 2011, Pretty green has opened four pop up stores in London, Glasgow and Manchester. Unsurprisingly, the brand is looking to expand into other cities in the near future. The brand also plans to expand its collections, adding a sunglasses line and a possible womenswear capsule collection in the next few years.