Pretty Green, the mod-inspired label founded and designed by Liam Gallagher launched its AW11 collection this week with an exclusive preview of key pieces from its Green and Black Labels at the Charlotte Street Hotel.

Now in its fourth season and with a second London shop set to open in Covent Garden, Pretty Green has successfully established itself as a serious contender in a market that was previously dominated by the likes of Fred Perry and Paul Smith. Liam’s understated vintage streetwear-inspired designs have clearly struck a chord beyond the discerning Oasis and Beadyeye fan and having seen the forthcoming collections, it’s not hard to see why.

The Green Label collection, aimed at the younger market, displays classic mod design and colours reminiscent of the Britpop heyday with clean lines, bold piping and button-down shirts a-plenty. New for 2011 is the inclusion of several immaculate pea coats in the collection alongside the parkas, macs and polo shirts one would expect from Gallagher.  Pretty Green’s stand alone denim collection also includes some must-have items such as their killer chinos, bang on trend and a snip at £80 considering the quality and incredible attention to detail.

The more luxurious Black Label has also stepped up a gear for the forthcoming season, drawing inspiration from the iconic late sixties, fusing lush velvets reminiscent of Hendrix and co with electric paisley prints and a heavy emphasis on military design. Key pieces that caught the eye were the classic Lennon coat, available in moleskin or corduroy, a beautiful checked mackintosh, unevenly waxed to retain a vintage feel and a gorgeous cashmere scarf in the brand’s recurring paisley print.

Both collections keep to a tasteful, autumnal palate in order to emulate the second-hand 1960’s street-wear that provided the initial inspiration and as a result Pretty Green has an incredibly strong brand identity that embodies absolutely its founder and his ethos. This was duly recognised when the label won Brand of the Year for ‘09/10, beating the likes of Ralph Lauren to the top.

The collection will hit UK stores in July and given its continued success, we may see a welcome expansion into womenswear by next year. Who would have thought that the man singlehandedly responsible for a mid-nineties deluge of anoraks and fishermen’s hats would become synonymous with taste and style? Boy’s done good. Now if only he would stop making music.