The t-shirt features a logo with the text "Brighton 1964 We Are The Mods". During the Whitsun Weekend of 1964, the English-south coastal city of Brighton was visited simultaneously by hordes of two rival youth-factions - The Mods & Rockers, two major sub-cultures of the early to mid 1960s UK youth. Inevitably, it led to violent clashes which were widespread & raged on for days. There were scores of arrests leading to calls from parliament for a clampdown on hooliganism. The Press had hyped-up the conflict, which in truth was accidental – the UK seaside towns were the destination of choice for 1960s youth. It later came to light that some newspapers had used fake photos & fictional interviews with made-up characters to get mileage from the chaotic series of brawls. The Brighton clashes of 1964 were depicted in the British 1979 movie Quadrophenia, starring Phil Daniels, Ray Winston, Toyah Wilcox & Sting.