MELBOURNE: UK label Ben Sherman has received a dose of indie "cred" following its endorsement by Melbourne band Brittle.
The four rocksters who joined forces five years ago to form Brittle, were recently spotted in a local Ben Sherman store picking up clothing to wear in their upcoming debut music video.
With Brittle's "Chinese Whispers" EP released on January 17, the band also sported Ben Sherman to kick off their Australiawide tour.
Launched from a small Brighton (UK) factory in 1963, Ben Sherman's ties with the music industry began to the soundtrack of The Beatles, The Troggs and The Kinks, while Mods, Skinheads and Rockers gave the Ben Sherman button-down shirt instant fashion status.
The association with music has continued since, through the punk era of the seventies, the Ska and 2Tone beats of the eighties, the Britpop fever of the nineties and into the present day.