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It is famously quoted that in 1970, Ben Sherman ordered a million yards of oxford cloth, a quarter of a million yards of gingham fabric, and a quarter of a million yards of colorful striped material from his American fabric mill. LTD.) Ben Sherman could not produce shirts fast enough, and orders often exceeded production capacity.
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Through fashion and music, London and Britain were cool again, the swinging '60s was in full flow, and the atmosphere was euphoric.īen Sherman opened a showroom on Carnaby Street and soon after opened two stores in London as well as a store in Brighton (his Brighton store was called Millions of Shirts Inc. The Ben Sherman shirt was revolutionary and so was the "mod movement". The feeling was that there simply had never been anything on the English scene like it. This British youth culture embraced the Ben Sherman shirt, loving it for its quality, slim-fitting style, its color, and its unique design. This movement had shown a new generation of youth that clothing could be a key indicator of their beliefs and signal their belonging to a culture or movement.Ī second wave of young men came along who loved the sharp Italian style, and this group went by the name of the Modernists they quickly became known as "mods". Interestingly it was exactly at this time that the first British youth culture was in full flow: the post-war teddy boys. The shirts were a huge success they offered something brand-new and previously unseen in England. He also decided to box each shirt individually, which was, in those days, against the grain. He wanted the best quality fabrics, so the special fabrics used were all from America.
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People’s initial reaction to all this color was not positive, but Ben Sherman pushed ahead as he wholeheartedly believed in his ideas. He used candy stripes, again, using pale pinks, greens, and blues. Its basic design was influenced by the classic American Ivy League shirt, but Ben’s design vision added the back hook, the button on the back of the collar-but most importantly, his feel and passion for fabric, pattern and color created a unique garment.Ĭolor was something that particularly intrigued Ben, so he used Oxford fabric in pale shades-pale pink, yellow, and blue. Then in 1963 he was ready to launch the first Ben Sherman shirt. But soon his creative flair took over and he started designing his own shirts. THE IDEAīen started making shirts for other people. Without a job, Ben Sherman decided to use his clothing manufacturing experience and rented a factory in Bedford Square, Brighton. Unfortunately his mother, who lived back in England, became very ill, so he quit his job and relocated the family back home to Brighton. Ben is what his family called him and Sherman was a surname that he felt was a good, solid, strong American name. It was also while in America, when applying for citizenship, that Arthur decided to change his name. He raised a family in the San Fernando Valley and began working for his father-in-law, who owned a successful clothing manufacturing company. He was a passionate businessman with an artist’s soul.īorn Arthur Benjamin Sugarman in Brighton in 1925, at just 20 years old Arthur left a post-war torn Britain for America where he saw a land of hope and promise he was full of drive and ambition. He disliked regularity, preferring to search out things that were perceived as unavailable to him. A man described as "always embracing the new and the different"-someone constantly searching for the best of things. Ben Sherman was a legend in his own right.