(What's the story?)

I would never have thought that Liam Gallagher would be winning the '2010 Menswear brand of the year' from Drappers, beating the likes of Paul Smith and Ralph Lauren.

The new mens brand represents the British-cenric approach to fashion at its best, with of course a few influences of the Mod/Oasis genre thrown into the mix. The two distinctively different collections, Black Label and Green Label, have deep rich colour pallets and anything from heavy tweeds to paisley prints. Both collections cover many different styles of the modern day man, but still provide simple, workable everyday pieces.