Founded in London, England in 1920 Pride & Clarke sold motorcycles, cars, three wheelers and everything you needed for your chosen motor sport from spares to clothing.

P&C sold a tremendous range of new motorcycles and side cars from Ariel, B.S.A, Enfield, Matchless, Sunbeam, Triumph and in the 1930’s offered their own P&C 250cc OHV ‘Red Panther’ and in 1939 for one year only offered the badged P&C ‘Cub’ a 122cc motorcycle.
Post WW2 P&C were one of the first to sell ex- war department bikes and ex-army surplus clothing.
In 1959-60 motorcycle sales were at an all-time record with P&C displaying no less than 2000 new machines and in addition a good selection of trade-in and second-hand motorcycles. This made P&C one of, if not the largest motorcycle showrooms in the world.

In the 1960s the P&C motorcycle showrooms alone were over 220,000 square feet with P&C spanning the length from Stockwell Tube Station to SW9 Brixton. The length of the façade was painted in P&C’s trademark maroon red with this London landmark featuring in the 1966 film ‘Blow Up’, on various album covers and in many press photoshoots capturing the British motorcycling culture post WW1 through to the 1970s of which the establishment was a very popular gathering point for rockers, ton-up boys and greasers.


Most notably P&C provided a vast selection of clothing for motoring enthusiasts, many labelled Pride & Clarke ‘The Motor & Motorcycling Clothing Specialists’. They offered a made-to-order and made-to-special-size service on all leather garments and highly popular were the P&C "best quality leather jackets at unbeatable prices". Other great garments included fur lined leather jackets, fleece lined waistcoats, black leather boots, gabardine raincoats, lambs wool lined gauntlets, t-shirts, leather belts and much more.


Original founders were John Pride & Alfred Clarke. They were in business for over 62 years and sold the company in 1979 to Inchcape, a company that later became Toyota GB.
Pride & Clarke Ltd was acquired in 2010 of which an extensive archive of the now very rare P&C clothing has been collated. P&C currently produces ready-to-wear and made-to-order clothing and accessories from and inspired by this British heritage archive, made in London, England.