Cover image by Tony Othen-Bede Association

In collaboration with the Museum of Youth Culture, British brand Fred Perry has  announced the launch of two in-store take overs with the emerging museum in two of their London locations. The aim of the project is to inspire future generations to make an impact on the world around them, and the first installation is under the theme “From Bedrooms to Basements.” 

This takeover is an ode to scenes and sounds made by young people within the last 100 years, which will be displayed through a compilation of crowdsourced photography as well as images from the original archive of Fred Perry. 

The space will also be interactive with a DIY Scanning booths, allowing its audience the chance to participate. 

The Fred Perry x Museum of Youth Culture project is currently in motion in Fred Perry’s Camden & Henrietta Street stores.

Tags: Art, Fashion, Fred Perry

Sportswear stalwart Fred Perry’s collaboration with London designer Richard Nicoll goes on-sale today.  Nicoll has designed Fred Perry’s SS11 Laurel Wreath collection, drawing on the company’s heritage for inspiration, then cleverly subverting it.  While his own summer collection shows signs of a modern sportsluxe influence, the Laurel Wreath collection unites Ken Russell’s images of Fifties teddy girls with subtle, modern androgyny.

“I like the idea that something as conservative and traditional as a cameo brooch could become subversive in the right hands,” says Nicoll. “I mixed sport jersey with lurex piqué and brocade cottons to create a clash of sport and traditional Fifties couture elements in dynamic but recognisably Fifties colours such as eau de nil and peach.” Rizzo eat your heart out.

Fredperry.com

Tags: Fred Perry, Laurel Wreath collection, Richard Nicoll