fred perry launches a new campaign, showcasing the brand’s heritage and link with various music subcultures these past 50 years. dubbed tell us your story, it sheds light on how the mods adopted the shirt, who the perry boys were, and lots of other stories. now fred perry is looking for your stories and images that illustrate the brand’s unique relationship with music and street culture.

got something cool to share? then submit a video of yourself wearing fred perry and add a short story about your own memories of a true fashion classic. each month fred perry give away gbp 5,000 to the person who’s story has received the most votes! click [here] for more info.




© fred perry

fred perry opens its very first concept store in the emerging style hub of spitalfields. the shop interior mirrors the area’s industrial and commercial heritage, and consists almost entirely of reclaimed materials, most notably reclaimed doors with coloured stained glass windows that clad the walls. these are brought back to life by backlighting.

the concrete floor features a collage of set-in victorian manhole covers and old wooden ladders lean against unfinished scaffolding. many interior elements are removable or changeable, enabling a versatile space configuration. the new store exclusively carries the brand’s laurel wreath collection and also collab items with stüssy and raf simons. location: 105a commercial street [spitalfields].




© fred perry

once again fred perry hooks up with raf simons to cook up a 25-piece collection which surely is one of next season’s funkiest. inspired by cultures in west africa, it’s all about open knits, vibrant coulours such as orange, regal blue and copper brown and slip-on tassle loafers…see what we mean? so hurry to the nearest fred perry store and bring out the lagos looker in you.

fred perry arrives in moscow in japanese style. the new flagship store is run by the folks behind uk style and is designed by none other than wonderwall’s stylemaster masamichi katayama. as with each of the brand’s laurel stores, the interior reflects the culture and history of the city. the result here in moscow is two separate and contrasting spaces, a clean modern front space and a more informal boudoir with vintage rugs and furniture in the back. location: ulitsa petrovka 19/1 [tverskoy].