Perhaps no one place encapsulated the excitement and revolutionary fashion of Swinging Sixties London as much as Carnaby Street, which became the epicentre of cool, a place to shop, but more importantly the place to be seen. In the 21st century, more than a half a decade later, it continues to captivate tourists and locals alike, so join us as we travel back to its origins and trace its journey through time.
When did Carnaby Street begin?
Carnaby Street was first established in the late 17th century, named after nearby Karnaby House, which was demolished not long after. For the next two centuries, the street remained relatively unremarkable, existing predominantly as a residential area, with a market nearby selling fish, poultry and vegetables. By the end of the 19th century a number of tailors had begun to move onto the street, the first glimpse of what was to come.
In the 1930s, a number of Jazz clubs began to open in Soho, primarily run by and for black customers. Most notable amongst these was 50 Carnaby Street, today the site of Ben Sherman, but back in 1936 it was known as The Florence Mills Social Parlour, managed by Amy Ashwood, wife of the political activist Marcus Garvey. Part Jazz club, part restaurant, it became a hot spot for supporters of pan africanism, and was a sign of the changing demographic of London. It may have been new and exciting, but Carnaby Street was a far cry from the tourist stop it would become. Many of the shops were boarded up and the ones that were open were often shabby and run down.
The transition to fashion destination began in 1957 when 23 year old Glaswegian John Stephen opened a boutique at 5 Carnaby Street, called His Clothes. He made an immediate splash, attracting customers with loud music and by painting the exterior of the shop yellow, and focusing on fast turnover of simple, colourful clothes. Within a decade, he was running multiple stores in the area and had been dubbed "The King of Carnaby Street".
How was Carnaby Street involved in the Swinging Sixties?
By the 1960s London was emerging as a global fashion hub, and Carnaby Street became synonymous with the Swinging Sixties, a term coined to describe the city's vibrant youth culture. For the first time, a generation of young men and women had disposable income and were looking for somewhere to spend it.
Soon, boutiques, with bizarre names such as Lord John, Lady Jane, I was Lord Kitchener’s Valet and Gear, opened their doors, offering bold and innovative designs that contrasted sharply with the conventional styles of the time. Innovative designers, like Mary Quant who popularised the miniskirts, soon brought national and then international attention to the street. The shops catered to a new generation, eager to express themselves and their individuality through their clothes, foregoing the drab grey attire of their parent’s generation and instead embracing vibrant colours, unconventional cuts, and an abundance accessories. Whether you were a mod, a hippie or a peacock, Carnaby Street had what you were looking for.
It didn’t take long for the street to attract celebrity clients such as The Beatles, The Rolling Stones, and most famously Jimi Hendrix. In 1966, to promote the opening of a new boutique, singer Tom Jones was photographed strolling up Carnaby Street with Bond actress Christine Spooner, and more surprisingly, a cheetah on a small lead.
What bands used to perform near Carnaby Street?
Parallel to its rise in the fashion world, Carnaby Street also played a pivotal role in the 1960s music industry. Iconic venues like the The Bag O Nails on Kingly Court Marquee Club on nearby Wardour Street hosted performances by legendary bands, including The Who, Led Zeppelin, Pink Floyd and The Rolling Stones, further cementing the area’s musical legacy.
What is Carnaby Street like today?
In the decades following its heyday, Carnaby Street has continued to evolve, reflecting both the trends in fashion and art, as well as more fundamental cultural changes such as embracing London’s LGBTQ+ community. Today, it remains a bustling shopping destination, though it has lost some of the excitement of the 1960s. Today most of the shops you will find there are global chains, as opposed to independent boutiques, but it still attracts visitors and tourists from around the world to revel in its history.
If you're interested in discovering more, why not join our Free Soho Tour? Or you can find all of our walking tours here.
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