The Beatles' Apple Boutique - The Fool Designed Underpants
As seen in The Chronicle, Newcastle World, Mojo Magazine, Antique Collecting
The pants, adorned with a striking Granny Smith apple motif, are a relic from the vibrant but ill-fated Apple Boutique, a psychedelic retail venture launched by the Beatles in 1967 under the Apple Corps umbrella. Located at 94 Baker Street, the shop was conceived as a place where, in Paul McCartney’s words, “beautiful people can buy beautiful things.” Although the plan was to sell a wide array of clothing, furniture, and art, the boutique became primarily a fashion outlet, offering garments and accessories designed by The Fool.
The Fool, comprised of artists Simon Posthuma, Marijke Koeger, and Josje Leeger, were known for their flamboyant, psychedelic designs. They had previously collaborated with the Beatles on several personal projects, including painting George Harrison’s Mini and pianos for both John and Paul. Their vibrant mural on the exterior of the Apple Boutique became an instant landmark, but soon ran afoul of Westminster City Council. With no official permission granted, Apple was ordered to paint over the artwork, a moment George Harrison saw as the beginning of the end for the project.
The boutique officially opened on 7 December 1967 and closed less than a year later, on 31 July 1968, after financial losses of over £200,000. Despite the Beatles’ star power, the shop suffered from shoplifting, disorganisation and generous freebies taken by the band and their circle. On its final day, The Beatles gave away all remaining stock to the public, drawing large crowds and requiring a police presence.
Music journalist, Stuart Penney recalled in a 2024 blog post: “I even visited the Apple Boutique myself a couple of times toward the end but could never afford to buy anything. The fancy brocade jackets were eye-wateringly expensive, and even the humblest flowery shirt or paisley silk scarf was out of reach for mere mortals like me on minimum wage (or no wage at all some of the time, now I think about it). The smell of incense hung heavy in the air and the staff appeared aloof and impossibly cool. Hardly surprising since one of them was, as I later discovered, Jenny Boyd, sister of Pattie and the eponymous ‘Jennifer Juniper’ of the Donovan hit. The single was still in the charts at the time, as I recall. Thanks to complaints from the stuffy neighbours, the local council had required Apple to remove the beautiful mural by the art collective The Fool and the outside of the building was now painted white. The boutique closed its doors forever on July 31, 1968, and by sheer coincidence I was staying at [a friend’s] flat at the time. On the day before closure and the big giveaway, he arrived back with an armful of goodies he’d snaffled before the general public were allowed in to strip the place bare. I didn’t want to push my luck by asking for any of the colourful shirts, scarves and kaftans [he] had scored, but then without warning he threw a cellophane packet in my direction, quipping ‘These look like your size.’ It contained a pair of Apple briefs resplendent with a giant Granny Smith on the front. I also came away with a handful of Apple branded book matches and a few other bits and pieces including some Apple stationary. I don’t mind admitting I was a little disappointed at the time with such a meagre haul. But beggars can’t be choosers, after all. I kept the Apple underpants for a few years without wearing them, until eventually they disappeared in a house move. In retrospect I should have taken better care of them.”
Ringo Starr later described the venture as an opportunity for the band to “dress everyone like us”, while George Harrison lamented the mural’s removal as a symbol of the narrow-mindedness they were trying to challenge. Paul McCartney, in a press release after the closure, emphasised that Apple was intended to focus on fun and creative expression rather than commercial clothing sales.
The underpants, part of a large Beatles memorabilia and pop culture collection, are for sale with a price tag of £2000.
These vibrant pants, emblazoned with a bold Granny Smith apple motif, originate from the short-lived but iconic Apple Boutique – the Beatles’ colourful foray into retail, launched in December 1967 under the Apple Corps umbrella.
