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Pretty Green beginning

Pretty Green beginning
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Pretty Green look book

Thursday, February 23, 2012

LONDON - An interview with Pretty Green Look Book designer Dave Uprichard of One Big Company.
Creative design agency One Big Company designed the new S/S 2012 look book for Liam Gallagher’s clothing brand Pretty Green, which was then printed by Principal Colour in Kent. This beautifully made object was inspired by record sleeves and features stunning photography shot on London’s Hampstead Heath. We caught up with designer Dave Uprichard to find out what goes into putting a look book together.
Your most recent project has been the creation of a look book for Liam Gallagher’s clothing company Pretty Green. How did the collaboration come about?

Myself, Matt and Neil (the other members of the One Big Company team) were contacted by a former colleague from our time at Ted Baker who now designs the collections for Pretty Green.

Have you worked on the design of many look books over the years?

Yes indeed, working at Ted Baker they were one of the bi-annually repeated projects we looked forward to most and as a bonus towards the end of my time there they started creating a High Summer mini-lookbook too so I got to turn my hand to that as well.

What do you think sets the Pretty Green collection apart from other fashion collections for men?

Apart from the inherent sense of cool which comes through its associations with Liam Gallagher and the best bits of the British music scene what’s great about Pretty Green compared to other fashion collections is that each season is different - obviously your staples are still there but there’s no taking the best selling styles from previous collections, adding a different button or pocket to it and rolling out something which is 99% the same as last year.

What inspired the design of the look book?

It’s inspired by the British music scene of the 60s & 70s, the format is a 12” with a black slipcase to echo a record sleeve and then all the shots have been graded to give an aged analogue feel. There’s no digital crispness with this book, we wanted it to look raw.



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