Dandie Fashions double breasted jacket, ca. 1967; formerly worn by Jimi Hendrix

The Peacock Revolution
As the leader of the Jimi Hendrix Experience and a rising star in the London scene, Jimi Hendrix crafted his own iconic look, wearing several custom or “bespoke” outfits, such as this gold, floral jacket designed by Dandie Fashions in 1967.

In 1966, Swinging London was a bustling hotspot of music, culture and fashion. Hipsters in the scene frequented the shops in Carnaby Street in Soho and King’s Road in Chelsea to purchase the latest trending fashions. Boutiques such as Granny Takes a Trip, Hung on You, Mr. Fish, I Was Lord Kitchener’s Valet, and Dandie Fashions were instrumental in creating and capitalizing on the mod, dandie, psychedelic, and other trends that became collectively known as the Peacock Revolution.

MoPOP permanent collection

“You were asking me about why I go for way-out gear, right? Well, it wasn’t just the army. I had to conform when I was playing in groups too. I was playing with the Isley Brothers and we had white mohair suits, patent leather shoes and patent leather hair-dos. We weren’t allowed to go on stage looking casual. If our shoelaces were two different types we’d get fined five dollars. Oh, man, did I get tired of that!” –Jimi Hendrix, to Alan Freeman, Rave, June 1967