Jordan as SEX punk (1976)
and Worlds End pirate (1981)
'Twas a sunny day when I went to play down by the deep blue sea
I jumped aboard a pirate ship and Malcolm said to me ...
I.
One of the things I most love about the animated closing scene to The Great Rock 'n' Roll Swindle (dir. Julien Temple, 1980) aboard the good ship Venus [1] is that it anticipates the radical move that McLaren (and Westwood) were to make the following year when they transformed Seditionaries into Worlds End and replaced the figure of the punk rocker with that of the pirate, obliging an entire generation to either set sail with them on a new swashbuckling new adventure, or risk being thrown overboard like that scurvy dog Johnny Rotten.
II.
By 1979 it was clear that Seditionaries was no longer the centre of the world:
"McLaren and Westwood's customer base was no longer drawn from the cutting edge of the capital's cognoscenti. Now visitors comprised curious provincials, cookie-cutter second-wave punks, Johnny-come-latelies and Sid fans." [2]
It was time to move on, or risk becoming trapped by old ideas and old looks - although, ironically, this meant leaving the 20th-century by travelling back to a more Romantic time.
McLaren, now more excited by the outlaw than the rebel, began to conceive of a new age of piracy - one which Westwood was able to brilliantly materialise with her latest fashion designs. Their partnership was once more "firing into the future" [3] and it was all systems (C30 C60 C90) Go!
Of course, this meant the shop at 430 King's Road would also require a major refit ...
III.
Worlds End - the fifth and final version of the store - was arguably the most imaginative; a cross between a pirate's ship and the Old Curiosity Shop made famous by Dickens. Not as pervy as Sex; not as intimidating as Seditionaries, Worlds End was an unreal place of fantasy and promise.
The large clock placed above the entrance with its hands perpetually spinning backwards, suggested the idea of time travel. But the fact that it had thirteen hours rather than the standard twelve made sure that one also aware that the time one was escaping to didn't exist - but might, one day.
In retail terms, Worlds End was certainly more successful than the earlier versions of 430 King's Road. And McLaren and Westwood's Pirate collection (1981) was a seminal moment in fashion history (it certainly inspired Galliano).
Even now, the outfits seem astonishingly fresh and colourful; full of youthful exuberance and swagger. Jerry Seinfeld may have rejected the pirate look [4], but for many of us, the puffy shirt was once a must have back in the day and every now and then you'll still see models on the catwalk wearing clothes inspired by the clothes Malcolm and Vivienne created.
Post-punk pirates Bow Wow Wow
looking the part in 1981
Notes
[1] I have written about this scene earlier this year on Torpedo the Ark: click here.
[2] Paul Gorman, The Life and Times of Malcolm McLaren (Constable, 2020), p. 438.
[3] Ibid., p. 450.
[4] I'm referring to the episode of Seinfeld entitled 'The Puffy Shirt' [S5/E2], dir. Tom Cherones (1993), in which Jerry famously declares: "I don't wanna be a pirate!" Click here.
Musical bonus: Adam and the Ants, 'Jolly Roger', from the album Kings of the Wild Frontier (CBS Records, 1980): click here.
Video bonus: Jordan outside Worlds End in 1981 speaking about the new age of piracy: click here.
For a related post to this one on Worlds End, please click here.
