When the most successful British tennis player ever was approached to lend his name to a clothing brand in the late 1940’s, one of the most successful clothing labels in this country was born along with one of the most recognizable logos in the fashion industry.
Below: Brand founder Fred Perry and the famous emblem
As one of the first companies to make the transition from sportswear to street wear, Fred Perry has become known as a pioneer of the trade. As well as a great brand heritage they have also developed strong associations with various subcultures such as mods, skinheads, northern soul and Britpop followers.
Fred Perry appeals because it is functional, discreet and enduring. Furthermore, it carries a unique history which gives it an authenticity and timeless style which competitors can’t replicate.
As well as strong links to different facets of British culture, Fred Perry has developed strong collaborative links with different brands, companies and personalities.
American band No Doubt- headed by Gwen Stefani- are a recent collaborator representing reggae and ska music culture as part of the brands shrewd efforts to extend the cultural reach.
Prestigious Belgian designer Raf Simons is a long term partner of the brand, he recently became creative director at Dior and previous to that started his own label following on from a successful period designing furniture.
British artist Sir Peter Blake designed the Blank Canvas range for Fred Perry and is the man responsible for some iconic 60’s music cover art for musicians like The Beatles and then later the likes of Paul Weller, tapping into the brands famous association with that nostalgic musical time period.
Tour de France and Olympic gold medal winning cyclist Sir Bradley has a British sporting pedigree to rival Fred Perry’s himself and it seems a natural partnership given Wiggins’ self-proclaimed mod style, which also resonates closely with the brand image.
The collection itself features cycling inspired zip-up t-shirts in a similar style to the iconic Fred Perry polo shirt as well as other designs which show similarities to racing jerseys. Other outerwear products bearing simple clean and contrasting trims can be found here.
The Bradley Wiggins collection at Mainline Menswear
Drake’s are a renowned handmade tie and accessory producer operating from their London base since 1977, earning them a rich heritage just like that of Fred Perry. The two have combined their trademark designs to create an original collection of printed polo’s, shirts, t-shirts, footwear and accessories which keep the company ahead of the curve in fashion.
With prints such as paisley enjoying a growing usage in high street fashion, items such as these below keep Fred Perry relevant in the modern era.
With the mod culture being firmly indented in Fred Perry’s roots and the recent hint of a mod revival, this collection provides a timely splash of the scooter badges which were a form of cult identity. Paddy Smith designs the range, a man who has spent decades designing the patches that now appear on parkas, camo bombers, and the sleeves of classic polo’s and t shirts. Badges used to be collected as a form of souvenir for each town or mod convention the scooter enthusiasts dropped by to- a culture designer Smith is well practised in.
Here are some of the stand out silhouettes in the line:
The brand of Fred Perry is centred around historical class and simple authentic products; their collaborative efforts extend the brand’s reputation via association to their perceived culture and offer a chance to continually create original designs and items without compromising their traditional style marks. Follow the brand here.