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#BeatlesMemorabilia #AppleBoutique #TheFoolDesigns #RareCollectibles #BeatlesUnderpants #PsychedelicFashion #JosephRobertODonnell #BeatlesHistory #AppleCorps #VintageMusicMementos #LegendaryCollectibles #IconicBeatlesItems #BeatlesFashion #MusicMemorabilia #BeatlesFans
An extraordinary piece of Beatles memorabilia, a pair of underpants designed by the iconic Apple Boutique in London, has surfaced and is now being offered for sale by renowned memorabilia collector and dealer Joseph Robert O’Donnell. Known as the “Notting Hillbilly,” O’Donnell, based in Tynemouth, Newcastle, has priced the rare garment at £2,000, anticipating significant interest from fans and collectors alike. This unique item is one of the few surviving pieces from the short-lived psychedelic retail venture launched by the Beatles in 1967 under their Apple Corps umbrella.
The underpants, adorned with a bold Granny Smith apple motif, were designed by the Dutch art collective The Fool, who were instrumental in shaping the visual aesthetic of the Apple Boutique. Located at 94 Baker Street, the boutique opened on December 7, 1967, with the intention of selling a variety of clothing, furniture, and art. Paul McCartney described it as a space where “beautiful people can buy beautiful things.” However, the venture quickly became primarily a fashion outlet, showcasing the vibrant and eccentric designs of The Fool, who had previously collaborated with the Beatles on personal projects, such as painting George Harrison’s Mini and pianos for John Lennon and Paul McCartney.
The Fool, composed of Simon Posthuma, Marijke Koeger, and Josje Leeger, gained notoriety for their psychedelic artistry. Their striking mural on the exterior of the Apple Boutique became an instant landmark, but it was short-lived. Westminster City Council deemed the mural unauthorized and ordered it to be painted over, a decision George Harrison viewed as the beginning of the end for the boutique. The store’s closure less than a year later, on July 31, 1968, was marked by significant financial losses exceeding £200,000. Despite the Beatles’ immense popularity, the boutique struggled with issues such as shoplifting, disorganisation, and the distribution of freebies to the band’s inner circle.
On its final day, the Beatles decided to give away the remaining stock to the public, attracting large crowds and requiring police presence to manage the chaos. This act of generosity added to the boutique’s legendary status, even as it signaled the end of the Beatles’ foray into retail. Ringo Starr later reflected that the venture was an opportunity for the band to “dress everyone like us,” while George Harrison saw the mural’s removal as emblematic of the societal narrow-mindedness they sought to challenge. Paul McCartney, in a post-closure press release, emphasized that Apple Boutique was intended to be a platform for fun and creative expression rather than a conventional commercial enterprise.
The survival of the Apple Boutique underpants is a testament to the enduring legacy of the Beatles’ creative experiments in the 1960s. Joseph Robert O’Donnell, whose collection includes a wide array of rare and unique memorabilia, regards this item as one of the rarest to emerge in recent years. Its vibrant design and connection to the Beatles’ innovative spirit make it a coveted piece for collectors. As the underpants go on sale, they serve as a tangible reminder of a fleeting yet influential chapter in the Beatles’ history, embodying the band’s quest to blend art, fashion, and music into a singular, revolutionary vision.
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