Fred Perry is a Japanese owned British sporting and fashion brand of clothing and accessories, founded by champion British tennis player Fred Perry in 1952. Although founded as, and intended to be a brand of sporting clothes, the Fred Perry brand gained mass popularity as a casual wear in the 60s due to association with alternative UK culture, notably the mods. The brand's logo is a laurel wreath, which usually appears on the left breast of Fred Perry garments, stitched into the fabric.[1][2] Fred Perry products are sold, and worn, around the world.[3] The Fred Perry brand is considered iconic, and remains popular, and fashionable. The brand has become a global symbol of alternative culture.[4][5]
The classic Fred Perry design Jaroslav Drobný and Neale Fraser
In the late 1940s, with his illustrious playing career entering its twilight, Perry was approached by, and then collaborated with Tibby Wegner, an Austrian footballer, to create the first sweatband.[1] The sweatbands were produced in Leicester, and branded as Fred Perry Sportswear.[6] The sweatbands enjoyed considerable success, helped by Wegner and Perry's strategy of giving them for free to top players and persuading them to wear them at tournaments. Inspired by this success, Wegner and Perry, following on from the creation of a sporting clothes brand by French tennis player René Lacoste, decided to found their own sporting clothes brand, called simply Fred Perry. The brand was officially founded in 1952.[6]
Perry, an avid pipe smoker, initially wanted a pipe for the logo, however Wegner persuaded him to reconsider, and they settled on the wreath logo, the Roman symbol of victory. However, this was also the logo of the All England Club and Davis Cup team, so permission would be required to use it. Despite Perry's fractious relationship with the All England Club, Wegner and Perry were given permission to use the laurel wreath logo.[7][8] Launched at Wimbledon in 1952, the Fred Perry tennis shirt, made from white knitted cotton pique with short sleeves and a buttoned placket, and initially only available in two colours – white and black. was an immediate success, and other items of sportwear were soon added.[9] The new sporting brand received further exposure when it was worn by prominent tennis players of the time Jaroslav Drobný and Neale Fraser.
Although the Fred Perry brand was founded as a brand of sporting clothes, it went on to be associated with various UK alternative cultures, subcultures and movements. Fans of the brand are sometimes referred to as 'Perryheads'.[6] In the 60s, Fred Perry was significantly associated with the Mod movement when, along with Ben Sherman and Lonsdale, it was adopted as the brand of choice by mods. The brand also attracted attention when it was worn by James Bond in 1965's Thunderball[8] The brand remained popular in the 70s, and early 80s, with skinheads and Mod revivalism, with The Jam frontman Paul Weller often wearing Fred Perry polos. The later 80s saw the Fred Perry brand become associated with the National Front, and move into the margins.[8][5][10] In the mid-1990s, the popularity of the Fred Perry brand in the United Kingdom was revived when it was adopted by the band Blur.[11]
Blur, sick of the popularity of Grunge and the Americanisation of British youth culture, called for a return to all things British made, and this manifesto was delivered while wearing Fred Perry.[8]
Al Barr from Dropkick Murphys at Nova Rock 2014
Fred Perry's popularity was boosted in the 2000s by several prominent bands wearing Fred Perry attire, including The Streets, The Rakes, Pete Doherty, the Arctic Monkeys, and Gwen Stefani of No Doubt.[12][13] Singer Amy Winehouse was regularly pictured wearing Fred Perry clothing, and in 2010 the brand collaborated with her on a special range.[6] Fred Perry brand director Richard Martin commented:
She was a massive Perryhead. We spoke to her management years ago about doing a collaboration through her stylist... When we met Amy, it was quite difficult to get her past purist Fred Perry products. She’d say, 'It's so perfect, how am I going to move it on?'[4]
Winehouse's 17-piece fashion collection with the Fred Perry label was released for sale in October 2010. According to Fred Perry's marketing director Winehouse gave "crucial input on proportion, colour and fit." The collection consisted of "vintage-inspired looks including Capri pants, a bowling dress, a trench coat, pencil skirts, a longline argyle sweater and a pink-and-black checkerboard-printed collared shirt."[14][15] Following Winehouse's death in July 2011, at the behest of her family, three forthcoming collections up to and including autumn/winter 2012 that she had designed prior to her death were released.[16] Fred Perry has donated 20% of the net revenue from the Amy Winehouse collection to the charity set up in Winehouse's name, the Amy Winehouse Foundation.[17]
Bradley Wiggins' Fred Perry line in shop window in Liverpool, UK
Despite frequent association with the music scene, Fred Perry has retained an enduring connection to the sporting world. The brand was the clothing sponsor of British tennis player Andy Murray from the start of his career until 2009.[18] Murray's Fred Perry years saw his rise from novice to contender for Grand Slams – wearing Fred Perry, Murray reached the final of the 2008 US Open, losing to Roger Federer.[19] In 2013, shortly before he became the first British man to win Wimbledon since Fred Perry in 1936, Murray was asked what Fred Perry (who died in 1995) would say to him if he were still around, "Why are you not wearing my kit?" Murray quipped.[20]
In July 2012 it was announced that the brand would collaborate with British Tour de France winning cyclist Bradley Wiggins "to develop an authentic, non-technical range of cycle wear".[21] The clothing range, known as the Bradley Wiggins X Fred Perry Collaboration, was launched in July 2012 under a six-year contract, with Wiggins also declaring himself a long-term fan of the Fred Perry brand.[22][23]
Fred Perry brand identity
While the Ben Sherman brand has been described as having become a "safe choice" in recent years, Fred Perry, along with Lonsdale, is still considered 'edgy', or even controversial.[24][25][4]
Fueled by sensationalist television, all skinheads were stereotyped as mindless, violent, and racist, with little attempt made to discriminate one subgroup from another. In the eyes of the media and the public, every skinhead was a racist, everyone who wore a Fred Perry shirt was a fascist, and everyone who wore Doc Martens boots was a Nazi.[26]
In 2015, the Guardian wrote that Fred Perry is a "a brand with its signature polo shirt that has consistently drawn on its heritage while remaining relevant."[27]
Fuelling debate around Fred Perry, is the situation whereby the brand has been 'claimed' by both the far right and far left. In Paris in 2013, a far-left activist was killed in a fight with far-right activists outside a Fred Perry store in Paris, with both groups wearing Fred Perry.[28]
In recent years, the Fred Perry company has published a series of statements communicating the support of the Fred Perry company for diversity, and tolerance, however this has not stopped ongoing debate as to what values the Fred Perry brand, and those wearing Fred Perry, represent.[4]
Proud Boys in Fred Perry, Pittsboro, 2019
The years from 2016 on saw the Fred Perry brand come to global attention again when Vice Media co-founder and former commentator Gavin McInnes founded a far-right group in North America, calling themselves the Proud Boys. The Proud Boys adopted one of Fred Perry's most iconic colour combinations, the yellow and black, as their own.[29][10][30]
The Proud Boys logo
In 2017, Fred Perry's CEO John Flynn denounced the affiliation with the Proud Boys in a statement to CBC Radio, saying: "We don't support the ideals or the group that you speak of. It is counter to our beliefs and the people we work with."[31] In 2019, Fred Perry announced that they would stop selling their yellow and black shirts in the United States. In September 2020, the retailer announced that it will not sell them in the United States until association with Proud Boys has ended.[32] There is little sign of the actions by the Fred Perry company having any impact on the Proud Boys association with the brand – the Proud Boys logo is the iconic Fred Perry laurel with 'PB', and Proud Boys members continue to wear Fred Perry yellow and black polos.[33][34][35]
In his life, Fred Perry himself never commented on the politics surrounding his brand. Shortly before his death in 1995, he made a comment on the brand's popularity:
Being a realistic man, I have never worried about admitting that my name is better known worldwide not for winning Wimbledon three times, but because of Fred Perry shirts and sportswear.[6]
The company
Fred Perry remained involved in his company all his life. In his later years, Perry family members, particularly his son David, took over the running of the company. In 1995, Fred Perry was bought by Japanese company Hit Union, and operates as a Limited Company.[36][4] The head office of Fred Perry is London, and it has around 200 shops around the world. Following the 2022 Russian invasion of Ukraine, Fred Perry closed its two shops in Russia, in Moscow and St Petersburg.[37] In another political statement, the Fred Perry company has also spoken against Russia's invasion of Ukraine.[38]
Fred Perry employs 290 people in the UK, and a further 370 globally. Fred Perry has several charity, and community programmes, including 'The Fred Perry Tennis Trust, which provides free tennis lessons in the UK.[17]
To this day, some Fred Perry products are still made in Leicester, United Kingdom, where the original Fred Perry shirt was first manufactured.[39] The brand offers a range of clothing and accessories, male and female, as well as limited editions and collaborations. Fred Perry collaborations range from musicians to sportsmen, location releases and charities the brand works with.[12][14][40][41][42] Fred Perry has an active presence in the UK community, running workshops and events across the country.[43] The company runs the 'Museum of Youth Culture', in the UK.[44]
At the end of 2022, Fred Perry reported a 20.8 percent increase in revenue, making £135.7million in the year, and a 34 percent increase in pre-tax profit to £15.6million, with net profit widening to £12.9million.[38]
A skinhead or skin is a member of a subculture that originated among working-class youth in London, England, in the 1960s. It soon spread to other parts of the United Kingdom, with a second working-class skinhead movement emerging worldwide in the late 1970s. Motivated by social alienation and working-class solidarity, skinheads are defined by their close-cropped or shaven heads and working-class clothing such as Dr. Martens and steel toe work boots, braces, high rise and varying length straight-leg jeans, and button-down collar shirts, usually slim fitting in check or plain. The movement reached a peak at the end of the 1960s, experienced a revival in the 1980s, and, since then, has endured in multiple contexts worldwide.
Punk fashion is the clothing, hairstyles, cosmetics, jewellery, and body modifications of the punk counterculture. Punk fashion varies widely, ranging from Vivienne Westwood designs to styles modeled on bands like The Exploited to the dressed-down look of North American hardcore. The distinct social dress of other subcultures and art movements, including glam rock, skinheads, greasers, and mods have influenced punk fashion. Punk fashion has likewise influenced the styles of these groups, as well as those of popular culture. Many punks use clothing as a way of making a statement.
A T-shirt is a style of fabric shirt named after the T shape of its body and sleeves. Traditionally, it has short sleeves and a round neckline, known as a crew neck, which lacks a collar. T-shirts are generally made of stretchy, light, and inexpensive fabric and are easy to clean. The T-shirt evolved from undergarments used in the 19th century and, in the mid-20th century, transitioned from undergarments to general-use casual clothing.
Frederick John Perry was a British tennis and table tennis player and former world No. 1 from England who won 10 Majors including eight Grand Slam tournaments and two Pro Slams single titles, as well as six Major doubles titles. Perry won three consecutive Wimbledon Championships from 1934 to 1936 and was World Amateur number one tennis player during those three years. Prior to Andy Murray in 2013, Perry was the last British player to win the men's Wimbledon championship, in 1936, and the last British player to win a men's singles Grand Slam title, until Andy Murray won the 2012 US Open.
Preppy, or prep, is an American subculture associated with the alumni of college-preparatory schools in the Northeastern United States. The term, which is an abbreviation of "preparatory", is used to denote a person seen as characteristic of a student or alumnus of these schools. Characteristics of preppy individuals include a particular subcultural speech, vocabulary, dress, mannerisms and etiquette reflective of an upper class and old money upbringing.
Brooks Brothers is a high-end American luxury fashion company founded in 1818. It is the oldest apparel brand in continuous operation in the United States. Originally a family business, Brooks Brothers produces clothing for men, women and children, as well as home furnishings. Brooks Brothers licenses its name and branding to Luxottica for eyewear, Paris-based Interparfums for fragrances, and Turkey-based Turko Textiles for its home collection.
Amy Jade Winehouse was a British singer and songwriter. With over 30 million records sold worldwide, she is known for her deep, expressive contralto vocals and her eclectic mix of musical genres, including soul, rhythm and blues, reggae, and jazz.
A polo shirt, tennis shirt, golf shirt, or chukker shirt is a form of shirt with a collar. Polo shirts are usually short sleeved but can be long; they were used by polo players originally in India in 1859 and in Great Britain during the 1920s.
The casual subculture is a subset of football culture that is characterised by the wearing of expensive designer clothing and hooliganism. Many participants dislike the term 'casuals', preferring the term ‘dresser’, with regional variations including Perry boys, trendies, and scallies.
Lacoste S.A. is a French luxury sports fashion company, founded in 1933 by tennis player René Lacoste, and entrepreneur André Gillier. It sells clothing, footwear, sportswear, eyewear, leather goods, perfume, towels and watches. The company can be recognised by its green Crocodile logo. René Lacoste, the company's founder, was first given the nickname "the Crocodile" by the American press after he bet his team captain a crocodile-skin suitcase that he would win his match. He was later redubbed "the Crocodile" by French fans because of his tenacity on the tennis court. In November 2012, Lacoste was bought outright by Swiss family held group Maus Frères.
Ben Sherman is a British clothing brand selling shirts, sweaters, suits, outerwear, shoes and accessories predominantly for men. Ben Sherman has been described as an 'iconic British brand'. Ben Sherman designs sometimes feature the Royal Air Force roundel which is often called the mod target. In its beginnings in the 1960s, the company made its mark with fashionable short sleeved, button-down collared shirts.
Fashion of the 1980s was characterized by a rejection of 1970s fashion. Punk fashion began as a reaction against both the hippie movement of the past decades and the materialist values of the current decade. The first half of the decade was relatively tame in comparison to the second half, which was when apparel became very bright and vivid in appearance.
Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.
The Izod Corporation is an American midrange clothing company that produces dressy-casual clothing, sportswear for men, and footwear and accessories. It is a division of Authentic Brands Group, and is currently marketed and manufactured by Centric Brands under a long-term licensing agreement. Other Izod classics include the Harrington jacket G-9 model and V-neck and cardigan sweaters. Today, the closest competitor of the Izod brand is the Chaps brand owned by Ralph Lauren Corporation, while the U.S. Polo Assn. brand is also an indirect competitor.
The fashions of the 2000s were often described as a global mash up, where trends saw the fusion of vintage styles, global and ethnic clothing, as well as the fashions of numerous music-based subcultures. Hip-hop fashion generally was the most popular among young people of both sexes, followed by the retro-inspired indie look later in the decade.
Ivy League is a style of men's dress, also known as Ivy Style, popular during the late 1950s in the Northeastern United States, and said to have originated on college campuses, particularly those of the Ivy League. It was the predecessor to the preppy style of dress.
Street style is fashion that is considered to have emerged not from studios, but from the population at large. Street fashion is generally associated with youth culture, and is most often seen in major urban centers. Magazines and newspapers commonly feature candid photographs of individuals wearing urban, stylish clothing. Mainstream fashion often appropriates street fashion trends as influences. Most major youth subcultures have had an associated street fashion. Street style is different all around the globe.
Wearing underwear as outerwear is a fashion trend popularized by celebrities, sports and media. It began as a practical and comfortable variation of clothing, such as the T-shirt and the sleeveless shirt, but later evolved into provocative, controversial fashion statements. 21st century versions include the display of thongs and bras in women's clothing, and the display of underpants under low-slung pants in men. Wearing underwear as outerwear has historical antecedents in the display of undergarments in the sixteenth and seventeenth centuries.
Ralph Lauren Corporation, the legal name of the Ralph Lauren brand, is an American publicly traded luxury fashion company that was founded in 1967 by American fashion designer Ralph Lauren. Headquartered in New York City, the company produces luxury products. Ralph Lauren is known for marketing and distributing products in four categories: apparel, home, accessories, and fragrances. Known mostly for its flagship brand Polo Ralph Lauren, the company's brands include mid-range, sub-premium, and premium labels up to its highest priced luxury Ralph Lauren Purple Label apparel.
The clothing style and fashion sense of the Philippines in the modern-day era have been influenced by the indigenous peoples, Chinese waves of immigration, the Spaniards, and the Americans, as evidenced by the chronology of events that occurred in Philippine history. At present, Filipinos conform their way of dressing based on classic fashion or prevailing fashion trends.
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