DiLello, longest cocktail party feat. Pretty Green

Pretty Green crowned Drapers Brand of the year!

Pretty Green store opening in London, Carnaby Street

Pretty Green beginning

Pretty Green beginning

Liam promoting in Milan, Tokyo and New York, music by Andy Bell

Friday, July 30, 2010

LONDON - Pretty Green is now just over a year old. An idea that started as a means to produce custom desert boots has now evolved into a two storey boutique in the heart of London’s West End. The store accommodates floor to ceiling artwork featuring label figurehead Liam Gallagher. The shots overlook the new Black and Green Label Spring/Summer 2010 collections as well as exclusive one off Pretty Green pieces. These include custom ‘Carnaby Street’ T-shirts, desert boots and jeans, which will be available for the first time. The Autumn/Winter 2010 collection will be presented both online and in store in August.

“Everything’s important. Pretty Green, the whole package, it’s the real deal... I’m proud of it.”

There could have only been one home for Pretty Green’s first flagship store; Carnaby Street. Under the stewardship of fashion legend John Stephen, Carnaby Street styled a generation of British youth in the 60’s, creating an image and lifestyle still devoted to by people all over the world. Not simply a tourist spot, Carnaby Street is home to some of the leading high street brands and in 2010 celebrated 50 years as a focal point for fashion, culture and arts in the Capital. Despite having only an online presence until this month, endorsements from leading figures in the world of music, sport, fashion and Hollywood have firmly placed the label in the top rungs of the high end fashion market, and established the label as a central body in men’s fashion, selling to over 80 countries in its first year.

“I’m liking the way it’s expanding...it’s been great and people seem to like it.”

So at number 57 in the south corner of Carnaby Street, sits Pretty Green’s new pop-up store. The ground floor and basement of the 2,000 square foot building displays both the Green and Black Label collections featuring all the major pieces available online. The newest edition to Pretty Green is a range of jeans only available in store with desert boots set to go on sale in August. Upstairs there is a show room for Industry buyers which currently previews the Spring/Summer 2011 collection. On the ground floor customers will find t-shirts, knitwear, jackets, shirts and jeans whilst the larger items such as parkas (both the ivory and camo parkas are on sale) can be found downstairs along with hats, scarves and other accessories. Large prints of Liam hang on the minimalist white walls which haven’t been altered since the space belonged to St Martin’s College or Art and Design, so it feels a bit like an art gallery with a cash register. One point of interest for fans will be the soundtrack; all the music played in-store has been mixed by Andy Bell.

It’s the first time that fans have been able to see the extensive Pretty Green collection which up until now has only been available in select stores. It also provides another point of call for ‘Oasis tourists’ in London. Clothes and music have always been interchangeable and for Liam, and both areas have run together seamlessly during the last year. Liam has travelled to Milan, Tokyo and New York promoting the label as well as preparing a debut album with new band Beady Eye. The new store draws parallels with The Beatles opening the Apple boutique in 1967, and fittingly, Liam will also be involved with turning the memoirs of Apple ‘house hippy’ Richard Di Lello into a film as announced this year.

Other shops in Manchester and Glasgow are rumoured to be open.

"Turn up the sun" demo by Andy Bell
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