Ben Sherman

Ben Sherman's fashion clothing and accessory line's tag line is 'The Mod God" and the Sherman web site is fabulous.

The clothing designs reflect the pulse of the clubbing scene, and the model photos on the web site are shot as though the models are in the clubs. The company started out as one man making shirts in a Brighton back street factory, many years ago now. In 1925 he sailed for America and became, among other things, a tobacco picker and jewellery salesman.

The future fashion designer eventually went to work in a shirt factory, but was unhappy with the current styles of fashion; in 1962 he went back to Brighton where he began to design his own shirts and subsequently opened his small factory. The sixties were a turbulent time for both the fashion industry and the marketing companies, but Sherman persevered, and chose the youthful generation as the model buyers for his emerging clothing line.

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By 1963, he had a line of shirts and beachwear, a recipe he has stuck to today. Even though most of his models are in the clubs, they still wear the trendy beachwear, making a niche where there previously was none (and probably won't ever be). Sherman has cornered the market in beachwear/club fashion. Two more stores were opened in London; women's and boys clothing were added to the designer brand of the Ben Sherman fashion collection. In 1967 he opened a showroom on Carnaby Street, and packaged his clothing in the distinctive black and orange boxes still used today.

Today one can purchase Ben Sherman shoes and Ben Sherman jeans as well as the trademark shirts and beachwear. Ben Sherman USA is a big hit with youth in that part of the world, and the mod god continues to reign as one of the top designers for today's youth. These styles are reflected in the model photos on the web site, and the clothes are still reasonably priced, despite the popularity of the fashion designer’s name.