1. MODS – YOUTH SUBCULTURE (1960‟S)
The mods were based in London who were modernists as they listened to
modern jazz. Fashion, music and motor scooters were significant in this
subculture as well as dancing in clubs.

2. HISTORY OF THE MODS
Mods were originally a set of working-class men who had a high interest in the Italian clothes
and shoes. A lot of their styles were influenced by Italian films and magazines.
Mods hung out at coffee bars which stayed open till the morning whereas pubs usually closed
at 11pm. These bars played music from jukeboxes which the mods were interested in.
Jukeboxes played music such as jazz and the blues which later on turned into R&B and
Black-American music.
As the rock and hippie subculture became more popular the mods subculture eventually died
out; as it died out those who were in those subcultures became older and married and
therefore did not have the time or money to carry the subculture on.
„Hard mods‟ came from deprived areas such as south London and listened to Jamaican music
and hung out with „black rude boys‟; they were attracted to the black cultures as they did not
have interest for any other subculture.
They later transformed into „skinheads‟ which carried on aspects of mods fashion such as
Fred Perry‟s and Levi‟s jeans and mixed them with working class accessories such as braces
and Dr.Martins.
Soon after more choices in subcultures came about and therefore people decided to leave the
mods and join something which fitted to their personality and lifestyle more.

3. A FEW FACTS…
The subculture originally started out as a rebellion to the British culture and to the class
system.
Mods rejected the „dull‟ and „old-fashioned‟ culture who they were surrounded by.
They were not interested in pop or love songs and wanted something „cooler‟ which suited
them and was to their interest.
They wanted change as they were young and they did not agree to conforming into society.
They became to be interested in the Black culture as it was seen that black people „ruled‟ the
night hours which they found „cool‟ and „attractive‟.
A lot of young mods worked a 9 – 5 job and therefore did not have so much time to go out
clubbing even though that was what the subculture consists of. Although some had no time for
leisure activities there were some mods who did go out clubbing every night as they did have
the time and money to do so.

4. MALE MODS FASHION
Mods were seen as being obsessed with fashion and the media
made that very clear in newspapers ad the expense of the
clothes worn were very high although worn by the young.
Fashion was so important to mods that it is said that they could
go without food in order to buy clothes.
Male mods wore clothes such as:
suits, shirts, thin ties, cashmere jumpers and boots. They had
the look that French actors would have in their films.
They also went against the gender norms and eye
shadow, eyeliner and even sometimes lipstick :/
Scooters were used for two main reasons which was because
they had an interest in the Italian look and also so that their
clothes did not get dirty.
The media argues that this fashion was not introduced by the
mods however came from existing magazine and TV shows.

5. FEMALE MODS FASHION
Female mods fashion consisted of:
Short haircuts, men's trousers or skirts, little makeup (pale
foundation and lipstick and eyelashes), mini skirts and short
hair cuts.
Skirts became shorter and more fashionable and therefore
designers made new designs for them and therefore became
more aware.
The female mods look was even worn by well known models
and therefore the audience for the „mods fashion‟ grew wider.

6. MUSIC
Music played a big part in the mods subculture as
they often went clubbing; music had to fit their style
of dance which they liked and therefore were into
different types of music as time went by.
They were mainly into Jazz and R&B.
After some time – in the cold war black servicemen
introduces the blues and soul music when they
came to England. These records were not available
during this time period and therefore sold it to
youngsters in the country.

7. SCOOTERS
Scooters in the 1960s was affordable and popular for the
mods since public transport stopped early at night and
therefore the mods needed a mode of transport to go to
clubs in and arrive home in.
Scooters were cheaper than cars and therefore was easier
to get for even the working class.
Scooters were seen as a fashion accessory and often
colour was added to them as well as multiple mirrors.
The media described mods riding together as a „menacing
symbol of group solidarity‟ that was „converted into a
weapon‟. The reason for this was because on November
6th 1966 there was a “scooter charge” in Buckingham
Palace.