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

Pretty Green @ Fashion rocks store

Thursday, April 21, 2011

SHEFFIELD - Today, Fashion Rocks launched an ecommerce site, FR by Fashion Rocks.
The website gives the oppertunity to buy from some of the glamorous diffusion labels which are associated with star-studded annual fundraisers.
Fashion Rocks is famous for staging unique charity-based gigs around the world, which combine fashion and music.
Over the years, collections by the world's top designers, including Valentino, Dolce & Gabbana, Giorgio Armani, Prada, Stella McCartney, Alexander McQueen and Ralph Lauren, have been showcased alongside performances by stars such as Beyoncé, Mariah Carey, P. Diddy and Robbie Williams. London hosted the events in both 2003 and 2007.
Now, the designer online store fashionrocks.com , is offering over 67 diffusion brands including contemporary, ready-to-wear lines from major houses as well up-and-coming talents.
Some of the womenswear labels available to buy include, the actress, Sienna Miller and her sister, Savannah's label Twenty8Twelve; See By Chloe; Vivienne Westwood; and Alice By Temperley. Menswear includes Prada, Preen Line, and the former Oasis frontman Liam Gallagher's label, Pretty Green Black.
Fashion Rocks is linked to the Prince's Trust. FR by Fashion Rocks has set up the Fashion Rocks Foundation, a charitable foundation driving and nurturing new talent in design and music.

Natasha Cowan

Pretty Green, Liam Gallagher's menswear label, is going from strength to strength and this season FR by Fashion Rocks had to get its hands on some of the gems in the collection. As our love for fashion and music is no secret, what better design brand than one created by a rock star. We caught up with Dean West, Sales Manager for Pretty Green, at our Sheffield store launch event and it was clear he's as excited about the clothes as we are.
"I've been banging on to the industry for years that a great rock star should create their own fashion brand, and when I heard Liam was creating Pretty Green I knew I really wanted to be a part of it.”
Dean's enthusiasm is understandable. Liam Gallagher is after all one of the most iconic rocks stars of the last 20 years, with a style which is instantly recognisable. Reinventing the 'mod' for a 90s generation, Liam had a whole legion of fans wearing tinted lens specs and parka jackets. Cut to 2011 and he's still a huge fashion influence, this time by creating one of the most interesting menswear brands available.
"Liam always wanted to develop his own clothing range and decided to go for it during the last Oasis tour in 2009. He sat down there and then, in LA I believe, and wrote the plan, came up with the name, drew the logo, sketched some designs – everything. Liam has impeccable taste and he would never want his name on an item he wouldn't buy himself. That's why there's so much of him in the designs.”
If there's one thing you can't fault Pretty Green on, it's the quality. They've recognised this strength and have now released an exclusive Black Label, which focuses on attention to detail and fine British tailoring. This, along with the consistent strength of their Green Label led to the Drapers 'Menswear Brand of the Year' award in 2010, a prestigious title by any means.
"Rock and roll is instinctively sewn into the clothing. All the guys in Liam's band 'Beady Eye' love it and we have musicians from all over the world wanting to get their hands on something. I've been working in the fashion industry for many years and the attitude that Pretty Green has managed to capture is unlike any I've ever seen.”
So what's next for the brand which seems to have reached the top in less than 2 years?
"We want to develop our pairing of music and fashion, and I'm excited to say we're doing working on a collection designed by Paul Weller. Paul has been a fan of the brand since the beginning and has already shown a range of designs for a collection to Liam. We'll be launching it through our own stores and on line initially."
Pretty Green is already a favourite for men across the country, so it's difficult to know how you can improve, but if there's any rock star who can add a little something to Liam's aesthetic, it's definitely the Modfather himself.
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