The tennis label Fred Perry is a brand that has a number of subcultures and of course,unconsciously. Before the Internet brands had to come up with other strategies,to bring their clothes to their buyers. Nowadays there are so-called “influencers” or “fire Ambassador ” who do that for a living. Fred Perry’s fashion career started in 1947 when his tennis career came to an end. He equipped former war veterans who played Wimbledon, with simple, white polos that as Identification feature were provided with the laurel wreath. The founder of the british brand owes his success not only his talent in tennis or that he ex-military soldiers with his polo shirts endowed; the success was largely due to the mods. Who recognized the potential of the label, without uploading outfit pictures on the net. Even if the people who lived in the 50s, were far from the privilege of enjoying what the Internet calls itself. Nonetheless, the modernists would have us in the barrel with their fit pics. But who are these said “Moderinsts” about which I write my fingers sore. And how they carried passively the entire weight of a brand that might even be extinct without their help? The “modernists”, or simply the “mods”, is a youth movement in the late 50s took shape. They were the well-dressed youth and they had a taste for reggae, Ska, idyllic bars, and stylish menswear. They gladly shopped their shirts and suits in the local men’s fashion houses in London. There was not even the feel of a Fred Perry shirt. The laurel wreath brand slipped unintentionally into this subculture. The mods were the lifeboat for Fred Perry, because of the business wich was very slow during that time. Although Fred Perry celebrated great success in tennis; he won the Wimbledon tournament, in Table Tennis and he was also unchallenged and won the Table tennis world championship three times as a result.He also won the Australian, French and US Open. Too bad that a person’s happiness is not reflected on everyone. The mods had literally to struggle with their own problems. At the time of the up-and-coming mods, there was one more other fringe group that did not make life easy for them. The modernists were the Rockers like a thorn in the eye. They made fun of their complete lifestyle; what about that her dressy way of life but why and with her ridiculous scooters the streets England unsure. The rockers were very masculine, the mods just the opposite, since they just for the classic, filigree stood.
Also, that the mods stung in the bars of the rival rockers, was like a hit for the rockers in the face. Thus, a wedge was formed between the two groups. It went so far that she became palpable and beat each other. The best example of this happened in 1964 when the Mods and rockers regularly called for action in summer on the South Coast of England. No grain of sand was spared. There were innocent civilians in the fighting of the entangled with competing gangs who just wanted to have a nice time without getting into various to be involved in fistfights. Countless of these teenagers were for these misdeeds locked up. For the tabloids was the found food. They have the mods as state enemies of England classified. Everything the Mods stood for; the elegance, the fine dress style, the good music and the Un-British lifestyle – all this has been nullified. But the media is there for that to cause confusion.Because the attention was primarily the mods, and they everywhere in the former English media were represented, the mod movement split. (To a commercial way) Lifestyle magazines began offering fashion tips for the style of the mods and their looks everywhere to present television. Part of the mods went back to their DNA – the simple one Working class. They were inspired by the similarly adjusted immigrants from the Caribbean and So came on whole new music tastes. Reggae and Ska were at the top of the list. The Rude boys from Jamaica were also a big influence for the mods, so now they too preferred to cut her hair short. Now a new one has emerged from the Modernists Youth movement that called itself “Skinhead”. The skins remained true to their roots and kept the taste for good clothes.
Her uniform looked like this: Harrington Jackets, Fred Perry Shirts, Levi’s 501 jeans and classic Doc Martens boots that should be familiar to everyone. In the 70s, some skinheads deviated from the right path and joined right wing radicals Organizations like the National Front. This led to German neo-Nazis in the 80s, the Skinheads’ dress code discovered themselves and drew their inspiration from it. Why the old Known look of skins is on everyone’s lips as a Nazi dress code is stamped. It is not the first one Sometimes, the right-wing extremists use the traditions and looks of other cultures, and ultimately as her “own” title. Each of us has a classic skinhead in a Harrington jacket, Levi’s 501 and Doc Martens, but always had the courage to ask the person why they are from the dress style What does it look like? I do not think so. Since I’m so beautiful, from mods to skinheads I have changed my mind slightly, so I hope that I have some light into the dark and, first of all, to question something before putting it into one Drawer pushes.
Creedits: Photos: Daniel Mayer / Text: Moubsen / Styling: Moubsen / Models: Moubsen & Ferdi / Creative
Direction: Moubsen & Daniel Mayer