The shirts were a huge success, offering something brand new and previously unseen in England.
Interestingly it was exactly at this time that the first British youth culture was in full flow; the post war teddy boys. 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. A second wave of young men came along who loved the sharp Italian style and this group went by the name of ‘ the modernists’ who quickly became known as ‘mods’. This British youth culture embraced the Ben Sherman shirt, loving it for its quality, slim-fitting style, its colour and unique design.
The feeling was that there simply had never been anything on the English scene like it. The Ben Sherman shirt was revolutionary and so was the ‘mod movement’. Through fashion and music, London and Britain were cool again, the swinging 60’s was in full flow and the atmosphere was europhic.
Now having existed for 5 decades the Ben Sherman shirt and brand have been adopted by almost every youth culture or style movement of the last 5 decades, from the mods, to 2 tone and ska, to brit pop and is today still worn by the current bands and style leaders of the current decade.
The Ben Sherman shirt is an icon and there is simply nothing quite like an original Ben Sherman shirt.