FRED PERRY

A British casual wear brand with a highly visible logo (the laurel), Fred Perry has had enduring appeal amongst youth subcultures since the 1960s. The brand produces both tennis clothing and casual street wear for men and women.

Tennis legend Fred Perry created the sweatband in the 1940’s, and proceeded to design well-fitting tennis clothing which became immediately popular with top players. Previously, tennis wear was baggy and poorly designed. His designs became synonymous with world class players and Wimbledon due to clever marketing and sponsorship.

The brand evolved from the initial sports clothing and became popular with various youth subcultures such as the Mods. The label was the first ever sports to street wear crossover label, and has continued to make both types of clothing. The famous Fred Perry shirt is a design classic and has helped to maintain the visibility and popularity of the brand.