Pretty Green Black Label
In the 60’s and 70’s there was a particular consciousness of style amongst men, in forms of Mod and Football Casulism, inspired by the popularity of music at the time and influences of continental european brands making their way way into the football terraces. It was the music though that a more lasting effect. In the early 1960’s, recording studios were managed in a strictly corporate style with engineers and producers expected to wear either a suit or a lab coat when working. The recording studio environment was stuffy and rooted in its traditions. Amazingly, musicians who recorded there were also expected to adhere to this formal dress code. However, that all changed as bands like Pink Floyd, the Rolling Stones, The Who and The Kinks, all of which pushed the boundaries of what could be accomplished in the studio with an increasing involvement on the production side.
At the same time, the role of the traditional producers was also developing. Record producers began to exert a strong influence, not only on careers but on the course of popular music itself. Producers like Phil Spector, George Martin, Andrew Oldham and Brian Wilson became known as innovators in their own right, turning the studio itself into a creative space.
In the spirit of music production, Pretty Green’s SS15 Black Label collection has strong tailoring influences, with a rye nod back at the early days of ‘them’ and ‘us’. Tailoring combines fine European fabrics and artisan craftsmanship with attention to detail including oxidised side adjusters and natural Australian mother of pearl buttons with optic white engraving. The silhouette is a refined hybrid of contemporary tailoring with classic detailing, including prick stitching on the pocket flaps, lapel and collar with 15 inch hems for that authentic Mod look.
One feature I find quite exciting is the development of a unique Persian print that was inspired by Persian rugs that were used for acoustic absorption in recording studios. Throughout the collection there are geometric details, sharp lines and tonal hues that are complimented by printed shirts and optical jacquard blazers, mirroring the clash between corporate and hippy style.
The collection features a selection of lightweight outerwear pieces, ideal for Spring, including a classic trench and graphic printed harrington. A statement piece this season is our engineered overcoat. This 400 grams, cashmere mix coat in a charcoal two tone design features a notch lapel and low breakpoint, the ideal piece to layer over a crisp printed shirt.