Merc
Merc is a London clothing brand founded in 1967 and closely associated with mod style. It makes shirts, trousers, suits, parkas, Harrington jackets, shoes and accessories, mainly for men but also for women.
| Founded | 1967 |
|---|---|
| Founder | Javid Alavi |
| Origin | London, United Kingdom |
| Known for | Mod style clothing |
| Website | merc.com |
What is Merc?
Merc is a British clothing brand founded in London in 1967 by Javid Alavi. It is best known for its connection to mod culture and has long had a presence on Carnaby Street, the London street closely tied to the mod movement of the 1960s.
History
The business began by focusing on the mod and skinhead styles of the period. In its early years it stocked brands such as Fred Perry, Farah and Lonsdale, before dropping them to concentrate on selling only its own products. Over time it broadened its customer base beyond its original subcultural audience.
Products and positioning
The range covers shirts, trousers, suits, parkas, Harrington jackets, shoes and accessories. Collections are mainly for men, with a womenswear offer alongside, plus a more casual line of jeans and T-shirts. Designs occasionally use the RAF roundel, sometimes called the mod target, which became a symbol of the mod scene.
Distribution
Merc sells through its own retail presence in London and through its website, which ships internationally to customers on every continent.
Why it matters
Merc is one of the longest running labels built around a specific British youth subculture. Its shift from multi-brand retailer to a brand selling only its own designs shows how a heritage store can turn a cultural niche into a lasting own-label business.
Frequently asked questions
Where is Merc from?
Merc is a British brand founded in London in 1967, with a long-standing presence on Carnaby Street.
What does Merc sell?
Merc sells mod-inspired shirts, trousers, suits, parkas, Harrington jackets, shoes and accessories, mainly for men.