The event proved an instant success with no shortage of individuals willing to de-robe in public.The Liverpool-based club Cream is currently the country's most successful club franchise. Members of staff have worn clothes from Ted Baker and the local retailer Wade Smith. "It just adds to the whole ambience of the event," explains Kate Owens from Cream. They will go on gigging across the country, and as for the future, they're thinking of wearing green wellies and boater hats on the cover of their new album.Kula Shaker play The Room, Hull, 30 July; The Foundry, Birmingham, 31 July; The Astoria, London, 1 August; Knebworth (supporting Oasis) on 11 August; Middlesbrough Arena, 16 August; Chelmsford, 18 August; The Crypt, Hastings, 23 August and Reading, 24 August.. Fashion-conscious youths are by no means a new phenomenon on the club scene. Unfortunately, drab venues, surly bouncers and seemingly lobotomised bar staff in black baggy T-shirts are also all too familiar All that seems set to change, however. Over the past year club interiors have been going through a facelift.

Architects have been commissioned to redesign venues, and now fashion designers are being recruited to provide staff and promotions with a fashionable image that customers can instantly recognise. Metamorphosis, at the London nightclub Iceni, offers clubbers the chance to exchange items of their clothing for a brand new Red or Dead design. Their only style application is "an adherence to the collective individuality and philosophy of Sixties chic," according to Crispian who adds "we don't need to invent ourselves, we already exist". A look at the crowds watching them play confirmed this.For the stylists whose job it is to "do the bands" it is a constant battle of wills. The average band (ie, one that is not manufactured) generally stick to what they feel comfortable in, and what their fans can identify with It is the stylist's job to keep them one step ahead For Kula Shaker there's no rest. Jay's shirt was borrowed from a friend who customised it with added-on epaulettes from another shirt. The band could easily have blended with the crowd, and indeed were swallowed up into a sea of Adidas T-shirts, Levi's and Monkees haircuts after the gig. Which proves at this stage in their careers that they are happy as they are.

We met them there after a day of blazing heat and five hour traffic jams.They are dressed like extras from the cartoon Scooby Doo, in authentic trainers and second-hand or borrowed clothes. Men everywhere have cultivated similar haircuts and dress in similar clothes. But what came first, Noel and Liam or The Look? Any Mancunian will tell you it was The Look. One Mancunian "lookalike" (wearing a high-topped yachting jacket, Hush Puppies and little round shades) said, "We've always dressed like this, and so have the Oasis boys, they just gave the look more relevance" Oasis and their fans are one and the same. They are connected, and the connection is easy: if you can look like them, you can be like them.Last Thursday as the Phoenix Festival was kicking off at Long Marston, near Stratford, Kula Shaker were preparing to headline on the Dr Marten Stage with a 45 minute set. EBTG fans probably wish they could afford Prada, (Tracey Thorn is a fan). RATM fans wouldn't be seen dead in Prada just as EBTG girl fans wouldn't be seen dead in 12-hole Dr Marten boots.Similarly, Noel and Liam Gallagher have revolutionised men's fashion in this country since their rise to the pinnacle of pop success.

It's the same as asking a friend who their music idol of the moment is, it can tell you a lot about them (if you know who they are talking about). For example, fans of the reincarnated band Everything But The Girl are a different breed to a Rage Against the Machine Fan, and this translates from musical taste to taste in clothes. In fact in the picture shown here they styled themselves.An individual's taste for music is - like fashion - personal. It relates to their age, where they live, their upbringing, aspirations, sentimentality and ethics The same rules apply to a band and their committed fans.