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When Celebs Open Fashion Stores: Liam Gallagher's Pretty Green

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Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

While we were inside checking out Liam Gallagher's new-ish Pretty Green store, we overheard a guy come in off the street and ask the salesperson at the checkout register—who, looks-wise, could've been the frontman in an Oasis tribute band, his sideburns were that major—"Whose store is this?"

"Liam Gallagher," replied the disaffected clerk.

"Who's that?" asked the customer.

"The lead singer," the clerk said, "he's in a band called Oasis."

Truth be told, if we didn't know who Gallagher was, we'd be awfully confused as well. After all, here's this glass box of a store on a highly trafficked corner of London's legendary Carnaby Street. Nearly ever surface is covered with large posters of a brooding, messy-haired man. The clothes aren't cheap—about $150 for a polo shirt—and, to top it all off, the brand has a girly name, "Pretty Green."

But still, good on Gallagher for keeping this shop open for as long as he has. We were there for the opening and, three months later, the bi-level ground and lower-ground floor celeb sportswear destination is still going strong.
· Pretty Green [Official Site]
· Sneak peek: Liam Gallagher's Fresh Green flagship on Carnaby St. [Racked]