An iconic shop in Westminster that was at the heart of the menswear revolution of the 1960s has been honoured with a special green plaque.

Lord John in Carnaby Street, opened by brothers Warren, David and Harold Gold in 1964, dressed everyone from The Rolling Stones to The Beatles and The Kinks.

The plaque acknowledges the influence of the shop, which was at the epicentre of all things cool in London’s Swinging Sixties.

The shop gained fame in 1967 when Warren Gold commissioned decorators Binder, Edwards & Vaughan to paint the exterior of Lord John with a psychedelic mural.

The PR stunt proved a huge success and drew in thousands of people to Carnaby Street .

The plaque was unveiled on Wednesday (November 22) by Westminster City Council deputy leader and head of heritage Councillor Robert Davies MBE, who was joined by Warren’s daughter, Lauren.

Cllr Davies said: “The Gold brothers played a massive part in creating the sartorial spirit of the sixties.

“The Lord John shop made Carnaby Street the outfitter of choice for the era, whether it was clothing the Rolling Stones or moulding the sharp look of bands like the Small Faces and the Kinks. The top acts of the day knew the Gold Brothers’ style was an essential part of their success.

The green plaque was unveiled on Wednesday (November 22)

“Lord John put music fashion on the map, and it is absolutely right that the store stays on the contemporary map of London with its own plaque," he added.

The Gold brothers started out working on market stalls in Petticoat Lane, east London, before opening their first shop in Carnaby Street.

In their early years they specialised in the Mod look, with Italian-cut men’s suits a speciality.

The manager of The Small Faces, Don Arden, paid the group a wage of £20 a week each, along with an account in some of the clothes shops on Carnaby Street which included Lord John.

The band would go into Lord John every day to buy replacement clothes, because overnight they would give away their shirts and trousers to fans.

Lord John in Carnaby Street during the height of the swinging sixties

Gold said Mr Arden was not happy, because he was presenting him with a new bill every day.

Alison Kenney, archivist at City of Westminster Archives Centre, said: “The swinging sixties - the age of Mods and Hippies, flower power, psychedelia, sexual freedom, political protest, blues-inspired rock music and, of course, Carnaby Street.

“This colourful West End street was the epicentre of the sixties fashion scene, with iconic shops like Lord John, Lady Jane and John Stephen, at a time when the eyes of the world were on London to see the latest trends.

“Half the population of Britain tuned in to the new pop programmes on TV to see what The Who, Rolling Stones and Small Faces were wearing.

The world famous Carnaby Street in 1973

“For the first time in 150 years, men had the freedom to express themselves creatively in their colourful clothes and how they made the most of it.”

Warren Gold died in 2015. Lord John was eventually acquired by a retail group in the 1970s, who sold it to Next in the 1980s.

Launched in 1991, Westminster City Council’s Green Plaque Scheme draws attention to particular buildings in the London Borough of Westminster associated with people of renown who have made lasting contributions to society.

Keep up to date with the latest news in west London via the free getwestlondon app.

You can even set it to receive push notifications for all the breaking news in your area

Available to download from the App Store or Google Play for Android now.