BEN SHERMAN. Alfred Benjamin Sugarman, known as well as Mod God, was born in Brighton in 1925.

When he was 20 years old he moved out to the US where, after having different experiences he finally got a job in a T- shirt factory where his ideas were not listened.

In 1962 he went back to Brighton where he gave raise to small T- shirt factory where he could create his own ideas. One year after in 1963 he creates his own brand called " Ben Sherman " , known by his particular checked prints T-shirts and its tight cut which were adopted by the Mod movement in the beginning, and by the skinhead movement later.

In 1967 he opened his first clothing shop in Brighton, and later, the same year, a new one in Carnaby Street, London, becoming now one of the greatest brands of the English fashion.

At present you can find his main shop by the number 50 in Carnaby Street.

Ben Sherman said: "My shirts are a part of youth culture, crossing over generations". And so it's true.