British Boutique labels of the 1960s and 1970s: Dollyrockers by Sambo

Jungle print Dollyrockers dressNouveau flowers Dollyrockers dressOne of our favourite labels of the sixties and seventies British Boutique Movement era is Dollyrockers by Sambo. Being big fans of floral and psychedelic prints, we can never resist a frock bearing this label, so have compiled a little history on Dollyrockers including images of some of our past and present stock from this collectable boutique fashion label.



Dollyrockers label


Dollyrockers originated in 1963, and their in-house designer was Samuel Sherman (known as 'Sambo', as you will see on the Dollyrockers label here, taken from the jungle print shift dress above!). Samuel Sherman had been designing under the Sambo moniker since the late 1940s, and became recognised for his 1950s frocks made in Marchington cottons.


Pattie Boyd in Dollyrockers



The lovely Pattie Boyd modelled the Dollyrockers range in early publicity campaigns, with co-ordinated footwear by Dolcis Shoes. The 1964 picture to the right shows Pattie in a sleeveless gingham checked Dollyrockers frock with lace collar and bib detail, priced at u00a314 4s. Gorgeous!

At the time, Pattie had just started to date Beatle George Harrison, so this must have been quite a coup for the label, gaining valuable increased attention for their campaign via their lucky cover girl's love life!



Liberty fabric Dollyrockers mini dress

Liberty fabric Dollyrockers label

Dollyrockers also collaborated with Liberty of London for some of their designs, and above you can see a stunning example of a Dollyrockers long sleeved turquoise mini dress from our archive, made in original Liberty printed fabric. Next to it is a close-up of the label and more detail from the beautiful and classic Liberty floral print.


Peasant dress by DollyrockersInto the 1970s, the label became best known for their peasant style frocks like the one to the right here, and for their floaty floral maxi dresses.

The label ceased in 1975, but has become a covetable name for those interested in the Youthquake fashions of the sixties. Their garments are a colourful memento of Swinging London in its c20th fashion heyday.

Samuel Sherman went on to produce clothing under his label 'Clothes by Samuel Sherman'.

You can view our current collection of Dollyrockers dresses here.


  • I worked as a designer on the concept label. I remember Simon Sherman who was around my age 21 at the time. I have often wondered what became of him. I have tried to research & i think Danielle Sherman from LA must be his daughter???

    Gill Collins
  • I remember spending what seemed like a fortune on a Dolly Rocker dress from Peter Robinsons in Oxford Circus, it was beautifully made, black, sleeveless and with a crossover bodice.
    At that time, before it became Top Shop, the only nod to teenage wear was a couple of rails of Dolly Rockers tucked away in the basement; all the staff looked about 60+ and were primly dressed in black.
    That all makes me feel like a right fossil.

    Sue Boulding
  • I first started work in Selfridges Oxford street in 1962 in the teenage department and remember when dolly rocker were first launched.
    Samual Sherman would visit our buyer Miss Parkwood for orders and take her out to lunch. She was quite elderly then and I thought she was a little in awe of him.
    I seem to remember dollyrockers were very popular, the forerunner of the Mary Quant ira.

  • I was at Old Kent Road for the opening in 1958, wonderful Company

    Jeffrey Mandeli
  • I was the telephonist at the factory in the Old Kent Road. Had lots of Dollyrocker dresses and suits. I remember Sandy Shaw visiting in the early 60s.

    Rosemary Moon

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