April 77 have been rocking the indie chic thing since 2002, cutting a dapper dash in the world of rock 'n' roll fashion by paying tribute to the counter culture from 1950 right through to the birth of post-punk and the new wave.

The label caught our attention back when it began because the clothes were (unexpectedly) vegetarian-friendly, eschewing fur and leather out of an openly-stated ethical belief that meat, to use The Smiths' parlance, is murder.

Of course, you don't have to be into the animal thing to appreciate April77's punked-up apparel, but for those of us who are of a vegetarian persuasion, the leather-free policy is a decidedly delicious surprise. Veggie clothing usually means cartoon pigs on pastel t-shirts, or rumpled hemp drawstring trousers usually seen through a smoky haze of incense in a San Francisco head shop. With the arrival of April77, the world of leather-free fashion was commandeered by a label so on the money taste-wise, it made waves not only in its fashion-capital home of Paris, but across the fashion industry as a whole. In an industry that's always been afraid of ethical and ecological issues - and for a label built around the iconography of The Ramones, the Heartbreakers et al - this was a brave path to follow.

So what about April77's leather trews and jackets? All leatherette, right down to the patches and inspired little plectrum pockets sewn into their super skinny jeans - which come complete with an April77 branded guitar pick. Loving and lovable rock references such as these are all part of April77's charm, and tie the label to its musical influences far better than some bandwagon-jumping soundtracked advert ever could. Levi's, eat your heart out.

And April77's dedication to the music that makes it is now doubly apparent with the launch of April77 records. Not just another simple indie label, this one skillfully negotiates the currently choppy waters of the music biz with a clever marketing technique, offering customers clothing or accessories that resemble the artist of the month alongside the chance to download their single. Recognising that rock 'n' roll for many is more than just a soundtrack, it's a lifestyle, the only problem is this: what happens if April77 want to sign a band who aren't stylish? What if the next rock 'n' roll heroes come their way dressed deeply uncool? The answer is that it probably doesn't matter. April77 is a cult (even the names of their collections suggest this: "The New Church", "We Lived Our Lives in Black" etc. And cults thrive on niche appeal. Let the big bands go elsewhere: April77 are happy t do their thing, their way.

The historically fertile relationship between music and fashion reaches a brilliant height with the most recent collection, which matches Buddy Holly geek-wear with rockabilly and mod influences. Items have names such as 'The Chrissy' and 'Pyschokiller', and are sharply cut, insightfully coloured, beautifully retro and (simultaneously) perfectly contemporary. With all their influences so overtly worn, you could be forgiven for thinking that behind April77 there was some demonic marketing mogul with an eye on current trends and a knack for exploiting them. But the details - like the comb pockets in the fifties style blazers, complete with April77 comb - refute that possibility. What you have here is a gifted designer and lover of rock 'n' roll style (Brice Partouche, the always elegant founder of the label) expressing his great passion for music through clothing. And through a record label that seeks to nurture talented up-and-coming bands rather than to make a fast buck on something a little easier: even the clothes themselves are about half the price you'd expect. So what are you waiting for? Head on over to their website and check it all out for yourself.