Tagline
Designing Clothes. Defining Scenes. Since ’67.
Merc London is a British fashion brand founded by Javid Alavi in 1967 on Carnaby Street in London. Alavi launched the brand as a designer, offering clothing rooted in mod culture from its early days. Today, it focuses primarily on menswear and also offers womenswear, shirts, tailoring, Harrington jackets, parkas, knitwear, accessories, and more. With roots in British youth culture of the 1960s, the brand seeks to bring its heritage up to date for contemporary dressing.
Concept
We’re defined by our heritage, but we’re no throwback. Every generation finds their own style, and we’re right there alongside them. Blending old and new. Reinventing. Rediscovering. Restyling fits and fashions to meet the modern.