Originally I was going to write about Liberty Prints, from their groovy 60’s prints to today’s collaboration with MAC Cosmetics and Target, until I came across another one of their collaborations, Dollyrockers. The name itself captured my imagination, and the spirit of what I imagined an early 1960’s rocker hipster would look like, so I had to find out more about this label.
It was a label that focused on dresses and tops, in a style that was part of the British Boutique Movement (Active c.1963-c.1975). Boutiques in this movement included: Biba, Bazaar by Mary Quant, Pollyanna, Top Gear, Bird Cage, etc… It was the emergence of independent young designers of the 1960’s, and a response to the lack of clothing choices for their generation. These boutiques and new designs served a need that caught on like wildfire, and created the look for “swinging London.”
However, established clothing manufacturers wanted to capitalize on this movement too, so they created niche labels to project the “boutique” image. Dollyrockers by Samuel Sherman (aka: Sambo) was one of them. Dollyrockers turned to collaboration to further market the label, and claim it’s spot on London’s youthquake map. It’s no surprise that they collaborated with an established fabric manufacturer such as Liberty, known for its eclectic and colorful floral prints for mass market, and it makes sense now that Liberty would collaborate with large players such as Target and MAC, which position themselves strongly in the youth market.
The Dollyrockers /Liberty Prints label is now very collectible, although not as “boutique authentic” as an Ossie Clark or a Foale and Tuffin, started from scratch by these independent designers, it’s still a sought after label. I would love to see a new collaboration done with the Dollyrockers label, maybe with new print designers?
The face for the Dollyrockers label, was Pattie Boyd (who had just started dating George Harrison).
http://dollyrockervintage.blogspot.com/ (cool ’60’s vintage blog and shop)
The British Boutique Movement http://forums.vintagefashionguild.org/viewthread.php?tid=42930
http://www.liberty.co.uk/fcp/departmenthome/dept/fabrics (Liberty Fabrics)