I’m One
21st Century Mods

We are very proud to be the Italian launch party for this forthcoming brand new Mods book and to present it in Lavarone on Saturday afternoon together with an exhibition with 15ft prints of some of the photos featured in the book. This high end quality book tells the Modern Mod story with jacket notes from Who guitarist Pete Townshend. A presentation not to be missed! ‘Want to look like a Mod? Pose like a Mod? Dance like a Mod? THIS IS THE BOOK YOU NEED! This is the NEW Mod look, the ageless Trans-European look that takes Mod back to the continent from where it first emerged in the Sixties. This is MOD in the Twenty- First Century.’ --Pete Townshend I’m One 21st Century Mods Horst A. Friedrichs Publication date: 31st August 2009 A brand new, up-to-date narrative of authentic images tells the story of Mod today. Here is proof that the 21st century Mod scene is thriving. Award-winning fine art photographer Horst A. Friedrichs spent more than a decade recording the modern day British Mod community travelling all over the UK - attending allnighters, weekenders and scooter cruises to bring us ‘I’m One: 21st Century Mods’, published on 31st August. The stunning compilation of monochrome and colour photographs, published by Prestel, is explained in an interview with Mod DJ Rob Bailey, and text by popular writer Paolo Hewitt. Faces pictured inside the book punctuate the photos with real-life descriptions of what contemporary Modernism means to them. The book describes mod as: “well-styled, working class aspiration with an obsessive attention to detail, the right shoes, records, shirts, scooter, everything”. The Mod culture was born in the 1960s, was revived in the late 70s spearheaded by a young Paul Weller of the Jam, flourishing once again in the mid 90s with the Brit Pop explosion. Now a new generation of artists who have been touched by the hand of Mod like The Kaiser Chiefs, The Horrors, The Enemy, The Ordinary Boys, Duffy, Amy Winehouse and The Rifl es, offer the disaffected youth a unique opportunity to discover the sights, sounds and sensations of Modernism. The author Friedrichs studied at the Munich Academy of Photography and has been living and working inLondon as a photojournalist since 1997. His recent work ‘100 Years of Loneliness’ won him the accolade Reportage Photographer of the Year in last year’s Lead Awards. Editor’s Notes: About the author: Internationally renowned photographer Horst A. Friedrichs was born in Frankfurt in 1966 and now lives in London. He studied photography in Munich and went on to work as a freelance photojournalist for the New York Times, the Independent Magazine, Stern and Geo. His documentary photography has taken him around the world. Other highly-acclaimed recent work includes an album of photographic essays with co-writer Peter Pannke entitled ‘Mali – A magical Journey’.