to announce a collaboration with The Who, which is inspired by the band and their fans.
The collection includes Mod classics such as a customized fishtail parka and a striped blazer, alongside pieces that feature target motif graphics and a limited-edition paisley.
The London quartet cultivated a pop art image in line with their mod subculture fanbase. This look included striped blazers, military parkas, polo neck sweaters and paisley prints. All of this was adopted by the mod youth of the mid-sixties and late seventies, as well as the nineties Britpop movement and beyond.
As part of the campaign, Pretty Green caught up with influential musicians, artists and creatives to discuss how The Who’s music, style and attitude have influenced generations of fans. Contributors include Steve Diggle (Buzzcocks), Alan McGee (music industry legend), Katie Owen (DJ and presenter) and Oscar Harrison (Ocean Colour Scene).
Pretty Green was founded in 2009 by Oasis
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