By the 1960s, Carnaby Street proved popular for followers of both the mod and hippie styles. Many independent fashion boutiques, and designers such as Mary Quant, Marion Foale and Sally Tuffin, Lord John, Merc, Take Six, and Irvine Sellars were located in Carnaby Street as well as various underground music bars such as the Roaring Twenties in the surrounding streets. With bands such as Small Faces, The Who, and The Rolling Stones appearing in the area to work (with the legendary Marquee Club located round the corner in Wardour Street), shop, and socialize, it became one of the coolest destinations associated with the Swinging London of the 1960s.
The Carnaby Street contingent of Swinging London stormed into North American and international awareness with the April 15, 1966 publication of Time magazine’s cover and article that extolled this street’s role:
❝Perhaps nothing illustrates the new swinging London better than narrow, three-block-long Carnaby Street, which is crammed with a cluster of the ‘gear’ boutiques where the girls and boys buy each other clothing…❞