Pretty Green is a fashion clothing label founded and designed by Liam Gallagher and established in 2009. There are two distinct collections: The Green Label is a focused, casual range dedicated to providing quality, everyday signature pieces. The Black Label is classic British tailoring, using fine fabric with an innovative attention to detail. All of the pieces in each collection are strictly limited edition and are designed by Liam in collaboration with the team at Pretty Green. The range consists of iconic wearable clothing with the quality levels of classic tailoring. Pretty Green is a straight talking label dedicated to sharp and stylish dressing.
In the beginning
The company concept was suggested to Liam in November 2008 whilst on tour by Steve Allen, a long time security guy with Liam who proposed that he set up his own clothing label. Liam has always been passionate about his clothes and it was a natural progression for him to produce his own range.
Liam is involved in every stage of the process when it comes to the designing of both collections. Liam is very particular and knows exactly what he wants, down to the minutest detail. An example of Liam’s position in the design team is that Pretty Green went through 19 different fabrics for one of the t-shirts before he was happy with it. He even took it home, washed and dried it to make sure that the quality and colour did not fade. He has a good eye, and his influence is key to the ethos of the brand.
Pretty Green draws its inspiration from the art, music and culture scene of the 1960’s and is renowned for its attention to detail with an emphasis on quality fabrics, cut and classic tailoring.
In 2010 Pretty Green won the Drapers Award for Best Menswear Brand of the Year. Winning this award after just one year of trading highlights the strong success of Pretty Green within the menswear market. Other nominees included highly established brands: Boss Orange, Paul Smith, Polo Ralph Lauren and Tommy Hilfiger.
In 2011 Pretty Green won the Best Breakthrough Brand at the WGSN Awards. This prestigious award win comes after a strong year for the company in both sales and expansion and highlights its strong success within the menswear market, both in the UK and internationally.
Pretty Green launched its first standalone accessories collection comprising of ten unique pieces. The collection includes bags, wallets, passport holders and an iPhone case, showing the brands paisley print and new waxes check design. The collection has since been added to.
1971, exiled in France and creating one of their most infamous albums ’Exile on Main Street’, The Rolling Stones began to develop a unique style which evolved during this well documented period. Experimenting musically spilled over into their attire, stamping a very British edge on their look, they combined a bohemian eccentricity with a dandy elegance.
Introducing Autumn/Winter 2012 Pretty Green draws on this theme and tunes in to some key elements that embodied the ethos of those heady days back in ‘71.
The Black Label collection uses references throughout this era, but with a very modern interpretation. Classic shapes such as a single breasted peak collar jacket are reworked in a Japanese Leopard Jacquard. The use of clever layering, mixing patterns with Paisley, gives a psychedelic style that’s French Rivera meets Keith Richards. Beautifully made placket front fine knits are woven from the finest and most delicate rabbit fur and angora.
Signature sartorial elegance is defined in coats, such as the luxurious scarlet plaid double breasted Jacket, made from the finest milled British wool. Decadent suiting comes in a dark Italian double breasted suit which is finished off with a classic Pretty Green Italian paisley print silk scarf. Highlighting the collection is a true Black label investment piece, an exquisite parka carefully tailored and made in the softest Goat suede.
Green Label is a more relaxed silhouette but still retains that certain rock and roll edge but in a more off beat way. A casual feel prevails in items such as the classic parka and cool denim jackets, suits are teamed with roll necks for a more paired down approach. Style detail’s such as paisley trim seams, mismatch patterns and batik prints finish the range.