Found: Freedom photos to celebrate 70s book launch

This evening’s launch of Kirsty Hislop and Dominic Lutyens’ estimable 70s Style & Design provides an opportunity to show off a couple of rare photos we’ve gathered from one of the places which receives extensive coverage in the book: the pioneering boutique Mr Freedom.

//Snapped at the Mr Freedom Kensington opening party, 1970. Top in hat: Pamla Motown//

The above shot of scenesters and fashion movers and shakers was taken at the opening party of the Mr Freedom branch at 20 Kensington Church Street in December 1970. From left they are: Micky Solomons, Mona (Solomons’ girlfriend at the time), and Ken and Pam Todd.

Top, in the hat, is designer Pamla Motown and we’re reliably informed that Ken Todd’s jacket was from Cockell & Johnson.

The shot has been supplied to us by Trevor Myles, who co-founded Mr Freedom with Tommy Roberts; not long after the Kensington store opened, they went their separate ways. Myles returned to the site of the original shop, 430 King’s Road, and relaunched that as Paradise Garage.

//Mr Freedom, 430 King’s Road, 1969: Trevor Myles, Tommy Roberts, John Paul and Gerald Tilling//

The first Mr Freedom was opened by Myles and Roberts in 1968, taking over the premises from Michael Rainey’s Hung On You.

Decorated by Electric Colour Company, one of its notable faces was flamboyant manager Gerald Tilling, while Roberts’ friend John Paul was brought in ahead of the move to the more ambitious store in Kensington.

//Pop art is covered from Allan Jones to Jon Wealleans’ design for the Mr Feed’Em restaurant//

Mr Freedom, Paradise Garage and Pamla Motown (in particular her association with fellow designer Jim O’Connor) all feature in the new book which is illustrated with 430 images, many rare.

//The vintage boom begins, featuring (centre) Anna Piaggi and Vern Lambert//

Hislop and Lutyens have covered the waterfront, checking for everyone from Swanky Modes, Fiorucci and Johnsons to Nova, the back to nature movement and radical architecture.

//Fold-out section including Nova, Wonder Workshop and Mr Freedom sportswear//

Order your copy here.