MODS

Mod short for Modernist is the name of this subculture that originated in London, England in the early 60s. The British Mod style came about from the craving amongst British youth to move forward from the rigidity of the 50’s and uncivilized look of the teddy-boys, and to imitate the more stylish Italian and the French.

At the start they were known to wear smart sleek dark suits with a light or bright coloured short underneath. As the style became more popular, a more casual style was introduced; this style was influenced by pop art, expressed by symbols such as arrows, the Union Jack and RAF target emblems. Essential to the Mod look were Levi jeans which were usually turned up about 1inch at the bottom with desert boots. Fred Perry or Ben Sherman was popular choices of designers because of the slim fitting coloured tops; this emulated the tightly fitted tops the Italians were wearing at the time. Striped t shirts, cycling tops and hipster trousers were all becoming part of the mod look.

 Music was also an influential aspect of the Mod subculture; they listened to Afro American Soul, Jamaican Ska, Blue beat, certain British beat music and R&B are an essential to the subculture. From the start Modern jazz went hand in hand with the Mod culture, this then elevated into the Afro music and style.

From the mid late 60s the mass media often used the term ‘Mod’ to describe anything that was stylish, Modern or Fashionable.