“Want to look like a Mod? Pose like a Mod? Dance like a Mod? THIS IS THE BOOK YOU NEED! This is the NEW Mod look, the ageless Trans-European look that takes Mod back to the continent from where it first emerged in the Sixties. This is MOD in the Twenty-First Century.”
Pete Townshend
The Mod subculture has always been about working-class aspiration with an obsessive attention to style and detail—the right haircuts, shoes, records, shirts, wheels—to live and look impeccably neat, no matter what one’s background. From Alfie, The Beatles and The Who, to Paul Weller, Duffy, and The Rifles, the smart and urbane look is revived again and again as each generation rediscovers what it means to be a Mod.
Today across Britain the lifestyle is still going strong, and it is lovingly recorded here by photographer Horst A. Friedrichs. His passion for everything Mod extends from high-end fashion accessories to an appreciation of the subculture itself—endless dance parties, Vespa rides, and a pared down way of life that is best defined as “clean living under difficult circumstances.” Whether shot in Margate, Scarborough, Brighton, or London, Friedrich’s photographs could be right out of 1966 in the way they capture the essence of Mod. This rare collection of stunning images provides a sensitive portrayal of Britain’s Mod community from the past decade and a unique insight into the diversity of the contemporary Mod scene.
About the author: Internationally renowned photographer Horst A. Friedrichs was born in Frankfurt in 1966 and now lives in London. He studied photography in Munich and went on to work as a freelance photojournalist for the New York Times, the Independent Magazine, Stern and Marian. His fine art photography has taken him around the world. Other highly-acclaimed recent work includes an album of photographic essays with co-writer Peter Pannke entitled ‘Troubadours of Allah.’
Concept & Design by Lars Harmsen for MAGMA Brand Design
I'm One
21st Century Mods
160 pages
Hardcover
ISBN 978-3-7913-4319-8
US $ 35.00
GB £ 19.99
