PPQ's Fashion Evolution
There is something in the London zeitgeist – the way the teenagers on the streets start their own trends, the plundering of charity shops and Mum and Dad’s wardrobe, the way the hipsters don’t bat an eye at the most avant-garde of accoutrements. Somehow Amy Molyneaux and Percy Parker have managed to balance their business model on this seemingly precarious premise, yet pull it off with aplomb. From the boast of ‘singlehandedly spearheading the drainpipe revolution’ to their extravagant parties which cause roadblocks not only during fashion week but all year round, to their unwavering support from the current crop of tabloid friendly young socialites, the PPQ label, launched in 1992, seems to sell a complete lifestyle, rather than a unique design perspective.
The clothes themselves may safely be described as vintage-inspired upmarket street-wear; affordable in fashion terms but at a premium compared to the British High street, which is the other source of many of their customer’s clothes. The business savvy behind this arrangement is not to be underestimated. The pair base the brand in the flagship store, a four storey Georgian Townhouse in Mayfair and also run a record label, 1234 Records.