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Mods Of Your Generation Interview - Author Claire Mahoney - Welsh Mod: Our Story MODS OF YOUR GENERATION·FRIDAY, 28 JUNE 2019 This is a first book from Claire Mahoney and a first about the roots and the revival of the mod subculture

Wimbledon tennis champion Fred Perry At far-right rallies across the U.S., an English tennis champion named Fred Perry hovers, invisible to the men unwittingly representing him. For the last two years, members of the Proud Boys cult of masculinity have worn

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Ben Sherman sold to Marquee Brands Fashion brand, a staple for mods and worn by the Who, the Jam and the Specials, sold to US company backed by US private equity firm

Suggs (Graham McPherson) of Madness wears a Ben Sherman shirt in this early 1980s photograph also featuring bandmate Mike Barson (left).

Ben Sherman, the struggling British clothing brand sported by successive generations of rock stars from the Who and the Jam to Oasis, is hoping to make a comeback after being snapped up by a private equity-backed firm.

We Reported The death of Ben Sherman in 2012

Marquee Brands, controlled by the US investment group Neuberger Berman, is buying the loss-making business for £41m from its current owner, Oxford Industries, also based in the US.

Analysis Ben Sherman now a safe choice but history could help its relaunch
Clothing brand’s mod pedigree, with the right spin, could appeal to a new generation hungry for the latest retro look

It is the latest change in ownership for Ben Sherman, a company whose shirts were a staple of the golden age of UK youth cults, worn by mods in the 60s and later adopted by that movement’s various offshoots including skinheads, suedeheads and rude boys.