The "Ben Sherman" shirts were a huge success with the connoisseurs of fashion, as they offered something totally new and actually unseen in England. Interestingly it was exactly at this time that the first British youth culture was in full swing; the post war teddy boys. This movement had shown a new generation of youth that clothing could be a key indicator of their beliefs and signal their belonging to a culture or movement.

A second wave of young men came along who loved the sharp Italian style and this group went by the name of 'the modernists' who quickly became known as 'mods'. This British youth culture embraced the Ben Sherman shirt, loving it for its quality, slim-fitting style, its colour and unique design. The Ben Sherman shirts became a fashion symbol and a symbol for the youth in England and it also marked their perspective and their new way of thinking and breaking the conventional. The sentiment was such that there simply had never been anything on the English scene like it. The Ben Sherman shirt as to put it in right words was avant-garde and so was the 'mod movement'. Through fashion and music, London and Britain were cool again, the swinging 60's was in its full bloom and it created an electric and a euphoric atmosphere.

Ben Sherman came up with a showroom on Carnaby street and soon afterwards opened two more stores in London as well as a store in Brighton (his Brighton store was called 'millions of shirts inc. ltd) Ben Sherman could not produce shirts fast enough and orders often exceeded production capacity. It is famously quoted that in 1970 Ben Sherman ordered a million yards of oxford cloth, a quarter of a million of gingham fabric and a quarter of a million yards of colourful striped material from his American fabric mill. This is the real testament to the popularity of the Ben Sherman shirt.