Merc London

In 1967 Javid Alavi had a vision to create a brand influenced by and tailored toward the mod culture. The brand Merc London was born, originating from a market stall on Carnaby Street which quickly grew into a globally recognised iconic British brand, steeped in over 40 years of heritage.

Preserving heritage is one of the brands main aims, with many of the core pieces being identical to original garments. Famous for their Hemmingway boating blazers, Harrington jackets and vintage inspired polo shirts, Merc has adapted and grown but still has retained their distinctive identity.

In the post-war era of the 1950's Britain was culturally lacking colour but during the 60's this would change. The music scene exploded with bands such as The Beatles and The Rolling Stones. Carnaby Street become the centre of a ground breaking, trendy fashion scene for a more progressive youth. The home of Merc became the heart of the Mod movement, a youth orientated culture that inspired change around the globe.

To this day Merc still strives to preserve the brands original values and put the British Heritage brand at the fore-front of global fashion.