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Liam Gallagher, who has been a frontman with the post-Oasis band, Beady Eye, last week opened his first store in Japan for his menswear line of clothing called Pretty Green and just this week opened his first fashion retail store in London in Carnaby Street. The Pretty Green line of clothing, named for a song written by The Jam band, features suits, knitwear, outerwear and jeans with an exceptional attention to details and an emphasis on high quality fabrics and cut and tailoring that is very classic in design. The inspiration for the line is taken from the music, art and social cultural scene of the 1960s which led to the decision to open a store in Carnaby Street which is celebrating its 50th anniversary this year. The Pretty Green line has been sold in other fashion stores in more than 40 countries around the world by such retailers as Jermaine Defoe and Joe Cole and Paul Weller who has recently become part of the creative team for the Pretty Green line. The store in Carnaby Street is 2,000 square feet in size and consists of a first floor and basement, with the basement area containing a panoramic scene of Gallagher on Brighton beach with his Lambretta Li replica scooter. Among the selections in the store are exclusive one-off designs from Pretty Green and the Black Label and Green Label spring and summer collections.
Gallagher started the Pretty Green clothes line three years ago along with his chief security and Man-Friday by a pool in Los Angeles. His idea for the line was to create attire that he would want to wear himself, such as suits with the design of the Beatles in mind, lots of paisley and denim that is carefully cut. Gallagher himself is not always on the best-dressed lists but is aware of what is stylish and good-looking on men. As a result, unlike many designers with celebrity status who claim to create all their own designs, Gallagher has never professed to do so yet is an integral part of the design process. He controls the quality of all the garments and makes sure that attention to detail is a top priority. He works closely with Nick Holland, a London tailor who is considered to be a sharp dresser, and all designs cannot go ahead in the process without his approval.
The Pretty Green line has been amazingly successful in the fashion industry. In its first year of existence, it made a reported £4 million in sales and was able to establish 11 stand-alone stores across the United Kingdom.
The successful move for Gallagher from music to fashion design and retail comes at a time that has posed some challenges for clothing sales but has been good timing for Gallagher who relied on record sales for his fortune. According to Gallagher, he really was not planning on going into fashion and the retail business but it was good timing for him with the decline in record sales. He claims not to be an expert in fashion but knows what he likes and is able to create similar designs for others.