Established a decade ago by former Oasis frontman Liam Gallagher, Pretty Green sought to bring a modern take on the classic mod look that defined the musician's image. Beginning with a flagship store on Carnaby Street, the brand grew to 12 stores nationwide and had concessions across the House of Fraser store estate, along with around 100 wholesale customers.

In 2017 filings suggest that Pretty Green had sold a £11m minority stake in the business to an investment firm called Rockpool Investments and Gallagher ceased to be a "person with significant control" though he was believed to still hold a significant stake.

The company was badly hit by the collapse of House of Fraser in 2018 and took a hit of £500,000. In early 2019 it appointed Moorfields Advisory to assess its strategic options and in March 2019 it was placed into administration.

On 4 April 2019, listed sports retail giant JD Sports announced it had bought the brand, its online operations and its Manchester flagship store. its remaining 11 stores and 33 House of Fraser concessions were closed. The move led to the loss of 100 of its 172 staff.