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Brutus Jeans: The British Brand That Defined 60s & 70s Youth Culture

Step into the stylish streets of 1960s and 70s Britain, where Brutus Jeans sparked a cultural movement far beyond fashion. Founded by teenage brothers Keith and Alan Freedman, Brutus wasn’t just a brand—it was a symbol of youth rebellion, music, and identity.

From its modest beginnings with a single sweater to becoming a must-have for Mods and Skinheads alike, Brutus captured the bold spirit of a generation. This photo journey explores how Brutus’s raw and authentic style found its place in pubs, football stadiums, and everyday British life.

With early ads directed by Adrian Lyne—before he went on to direct Flashdance and Fatal Attraction—Brutus merged cinema and street style like never before.

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