Right now, you would be hard pressed to avoid British brand Fred Perry. A label that started as a revolt against Americanised fashion that had made it’s way into Britain, Fred Perry is the epitome of UK mod style. Since the 1950′s ‘Fred’ has promoted itself as a hard wearing, stylish brand for men, women and now children.
Button down polo shirts, sportswear and tailored trousers were worn by British lads that liked to look good, even after an all-nighter on the town. Roll on 50 years and Fred Perry has a range of women’s clothes in collaboration with Amy Winehouse (her style is very original Perryish), a series of gigs that support up and coming bands (a music festival with Dot-to-Dot will be on this summer) and an iconic book that sold out in it’s first print. With a polo shirt and accessories collaboration with Stussy and stores opening in Brooklyn New York and Gothenburg Sweden, Fred Perry will surely be around for another 50 years or more.
Text > Retna Wooller