Mod fashion adopted new Italian and French styles in part as a reaction to the rural and small-town rockers, who were seen as trapped in the 1950s, with their leather motorcycle clothes and American looks.
Male Mods adopted a smooth, sophisticated look that emphasised tailor-made Italian suits, with narrow lapels, mohair clothes, thin ties, button-down collar shirts, wool or cashmere jumpers.
Mods were very self-conscious and critical, customising ‘existing styles, symbols and artefacts’ such as the Union flag and the Royal Air Force symbol, and putting them on their jackets in a pop art style.
Mary Quant, who invented the miniskirt designs, gave women a ‘retro’ styled addition to mod fashion.
Through the jazz music of Black America, Mods appeared to distinguish themselves from mainstream society.
They seemed to be attracted to the ‘cool’ character and elegant clothing possessed by jazz musicians, and strived to imitate their style.
They hated commercialism and were drawn towards obscurity in their taste of music.
They preferred the British bands who played a Rhythm & Blues, including The Rolling Stones and The Small Faces.
Dancehall music was popular. ‘Soul nights’ became a new trend of the late 60s.
The Who were the most popular band as they also followed a Mod lifestyle. Their violence on stage personified the aggression inherent in the Mod subculture.
The Who – ‘Quadrophenia’ album cover The Small Faces
Stuart Hall – “Mod young men accepted the idea that a young woman did not have to be attached to a man, developing new occupations for young women, giving them an income and making them more independent.
Dick Hebdige – “Mods rejected the rocker's rough conception of masculinity, the rockers viewed the pride and obsession with clothes of the Mods as not particularly masculine.”
Suzanne Ferriss – “The emphasis in the mod subculture on consumerism and shopping was the "ultimate affront to male working-class traditions.”
Shari Benstock – “British mods were "worshipping leisure and money... scorning the masculine world of hard work and honest labour" by spending their time listening to music, collecting records and socialising.