The mod generation, they were hippies from the sixties.The Mod generation, was the second generation of the english groups that learned a lot of music, by listening to The Beatles and the Rolling Stones but by 1966, they had their time and went out of style. In the early sixties, the young teenagers of Britain had more money to spend and were desperate to spend it on clothes. They wore slim fitting suits with shirt collars that were very narrow and trousers or pants with narrow hems. They spent their money on scooters, like the Lambretta with lots of mirrors and headlights. It was the Who, The Kinks, The Yard Birds or the Small Faces that addressed a new kind of Mod generation who liked music but were very interested in looking sharp. The Who, were one of the first groups in the world to wear pop art clothes. They wore Union Jacks and targets, which help start a fashion stampede. The Small Faces didn't really have small faces, but were all rather short not being more than five feet six inches tall. They played at London's Cavern Club in Leicester Square and later made a hit song for Decca Records titled, "What Cha Gonna Do About It". On Saturday nights, they hung around in the Cafe bars and clubs around London, to celebrate the Affluent Society. Who were these people? In the Magazine Rolling Stone, Pete Townshend answers, by saying, "The Mods in their minds, rejected everything that exists, they don't believe in getting a job like their parents were doing, or what they hear in the news from the politicians, they are much against the war in Vietnam". He said, "you should have enough money to buy the most up to date coats, with high priced shoes, beautiful shirts and you should know how to dance every hit dance and take drugs to keep you going all night". People of the Mod generation, are said to have got on buses and refused to sit down for fear of ruining the creases in their trousers. It was a time when it was more important to have a compliment from a male friend about your good looking clothes, than from a girlfriend. One of the most important outfitters of the stars, such as Mick Jagger of the Rolling Stones or the Who, Cliff Richards and Dave Clark was John Stephen. He had many shops and eight of the most popular were on Carnaby Street in London. Most of his Staff were as young as the customers which help boast the sales. This is a quote from Steve Marriott of the Small Faces a mod group in 1967. "Kids today are much more complex than they used to be. Their minds are more affected by little things, they think a lot about them. But if you forget about the big mess everything's in, and just take you for yourself, and maybe someone else, you get a nice scene. My philosphy is to live for now, tomorrow and forget about yesterday. Of course, it's been condemned, because people think you have to live for a purpose". They looked great as The Mod Generation was all about attitude, and they had a lot.
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