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Pretty Green and The Who team for 2022 campaign

Fashion brand, Pretty Green has teamed up with rock and roll royalty, The Who for a new collaboration.

The London quartet – whose uniquely British sound helped to define the music of the Sixties – cultivated a pop art image in line with their fashion-obsessed mod sub-culture.

The timeless look included striped blazers, military parkas, polo neck sweaters and paisley prints – all adopted by the mod youth of the mid-60s and late-70s, as well as the Britpop movement in the 1990s.

Inspired by The Who and their fans, the Pretty Green collaboration includes mod classics such as a customised fishtail parka and a striped blazer, alongside pieces that feature target motif graphics and a limited edition paisley.

As part of the campaign, Pretty Green caught up with influential musicians, artists and creatives to discuss how The Who’s music, style and attitude have influenced generations of fans. Contributors include Steve Diggle (Buzzcocks), Alan McGee (music industry legend), Katie Owen (DJ and presenter) and Oscar Harrison (Ocean Colour Scene).

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