Pretty Green

Liam Gallagher founded Pretty Green in 2009 and named it after a song by The Jam, which tells you exactly where it was aiming: parkas, polos and mod-leaning menswear for fans who already dressed like him. It grew into stores and department-store concessions, but it was exposed when House of Fraser collapsed, and in 2019 it went into administration. JD Sports bought it out of administration that April, including the Manchester flagship. The rare musician label built for an adult, mainstream British customer rather than hype, and an honest example of how hard that is to keep going on your own.