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

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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.