Mr Freedom (fashion)
| Company type | Private |
|---|---|
| Industry | Fashion retail |
| Founded | 1969 |
| Founder | Tommy Roberts, Trevor Myles |
| Defunct | 1972 |
| Headquarters | London , United Kingdom |
Area served | United Kingdom |
| Products | Fashion clothing, Pop art furniture |
Mr Freedom was a fashion boutique based in London, established by designer Tommy Roberts and his associate Trevor Myles. Active between 1969 and 1972, the store showcased collections from up-and-coming designers and drew in famous personalities such as Freddie Mercury and Elton John. Initially situated at 430 King's Road in Chelsea, London (1969–70), it later moved to 20 Kensington Church Street in Kensington.
History
Originating from the vibrant "Swinging London" era of the 1960s centered around King's Road, Mr Freedom followed on from Roberts' previous venture, Kleptomania, which opened in 1965. In 1969, Roberts took over the lease of 430 King's Road from Michael Rainey, who had operated the influential boutique Hung On You at that location. The store’s name was inspired by William Klein's 1969 satirical film Mr. Freedom, a suggestion made by Myles reflecting the anti-war commentary of the movie.
Roberts’ creations captured the spirit of the time with items such as wide-brimmed hats, form-fitting maxi dresses, jersey tops adorned with silk-screened cartoon motifs, winged footwear, and bold color schemes. Moving away from the gentle hippie aesthetic, Mr Freedom adopted a "loud, pop art fashion" approach featuring satin ties, jackets, and T-shirt dresses embellished with appliqués. By 1972, elements of 1950s nostalgia began to appear in the designs.
The boutique was recognized for its partnerships with innovative designers beyond conventional fashion circles and gained a reputation for embracing flamboyant and kitsch styles enthusiastically. In 1970, Elton John commissioned Roberts to design stage costumes for his U.S. tour, including a yellow boiler suit decorated with a piano motif and white boots featuring green wings. The shop’s quirky displays included unusual items such as an inflatable sex doll mannequin.
Roberts managed Mr Freedom at the King's Road site until December 1970. Subsequently, in May 1971, Myles assumed control of the lease and rebranded the space as Paradise Garage, focusing on Americana-themed merchandise. During this period, Malcolm McLaren and Vivienne Westwood sold vintage 1950s rock records there before McLaren renamed the store Let it Rock later that year.
Following this transition, Roberts relocated Mr Freedom to Kensington Church Street where he expanded into Pop art furniture designed by Jon Weallans, known for distinctive pieces like a chair shaped like false teeth. In 1971, a basement eatery called Mr Feed'em opened beneath the boutique; its interior combined period-style recreations with playful pastiche and was considered somewhat upscale.
The boutique ceased operations in 1972. The following year Roberts launched City Lights, a premium tailoring establishment, while continuing various design endeavors throughout the decade. Mr Freedom’s ironic and kitsch aesthetic left an imprint not only on streetwear but also on haute couture designers in Paris.
See also
External links
- Articles with short description
- Clothing retailers of the United Kingdom
- Defunct retail companies of the United Kingdom
- 1960s in the United Kingdom
- 1970s in the United Kingdom
- Buildings and structures in the Royal Borough of Kensington and Chelsea
- British companies disestablished in 1972
- Retail companies disestablished in 1972
- King's Road, Chelsea, London