Ben Sherman clothing designs feature the"effortless cool," look, with the roundel and colours of the BritishRoyal Air Force, often called the mod target. Ben Sherman was founded in 1963 by Arthur Bernard Sugarman (1925-1987), who was born in Brighton. He emigrated to the United States in 1946 via Canada and changed his nationality to American. He married the daughter of a Californian clothes producer and went back to Brighton later where he bought a concourse shirt factory. The brand became famous for being sported by several well-known musicians and singers. It was the first company to produce the famous Oxford button-down shirt. The Ben Sherman brand has since been the fourth largest men's casual wear brand in the United Kingdom.