The product range includes many well-known and unknown British labels, especially English traditional brands such as Fred Perry, Private White V.C. , Baracuta or Pashley Bikes. Many brands are closely linked to British youth and pop culture of the 50's and 60's. Mod stands for the style, the youth movement (attitude towards life). Lord stands for the elegance and the military tradition of clothing as well as for the relation to the beloved island.