Few brands on the market can comfortably claim to have been an instant hit, and those that do typically lead with a legacy that is testament such a proclamation. Fred Perry, having taken British tennis by storm in 1952 has been a mainstay for generations, lending itself as the dress of subcultural groups throughout some of Britain's most iconic eras is one such brand. Finding itself at home in Wimbledon in the 50s, amongst mods in the 60s, through the electric years of reggae and Soundsystem culture in the 70s and 80s; the iconic Laurel Wreath has remained a connective tissue at the intersection of fashion, sport, and music.

As the brand has transitioned through generations, adapting to keep the unapologetic energy and esteem of British subculture close to heart, it's found itself undergoing constant shifts in perception. Whether they're celebrating their rich history, classic polo shirts, or collaborating with fashion powerhouses like Raf Simons and CDG, Fred Perry has remained true to itself, and the values on which it stands. In an exploration of brand identity and societal perception, we discuss the diverse culture of Fred Perry with Theo and Carter.

Theo: For me, when I think of the Fred Perry brand, I instantly think tennis. I remember walking past Fred Perry stores and noticing their Tennis based advertisements on the walls.

Carter: Fred Perry to me is culture, it's music, football, family, there isn’t a walk-in life where this brand and clothing hasn’t left its mark. If I had to pick one image though; it would be a sweaty dance floor with 45s spinning all night, bit of beer down my polo and electricity in the air. 

Carter: I think my first interaction with the brand would have to be the best, as the thought still brings me happiness. I have been following the brand since I was a small kid, as every band I’d follow all had something in common, they all had a little laurel wreath on their top. So, I went investigating into what this was. As of then I found the history of FP and feel in love with everything they had been a part of, this even led me to get the laurel wreath tattooed on my arm.

Then many moons later I attended a gig at (now gone) Ace Hotel Shoreditch, wearing my favourite M12 polo and got asked for a picture outside by the brand themselves to be featured on their Subculture Instagram. To get that first piece of recognition from Fred Perry themselves I'd had never been happier, and we have formed a great friendship over the years following this photo. 

Theo: My fondest memories of Fred Perry come from when I would go and watch my brother play football as a kid. Queuing up in the turnstiles, I would often see people dressed head to toe in Fred Perry, a part of me wanted to join them as they were often the loudest and most passionate about the game and in my eyes, they looked like they had the most fun.

Theo: I think it is really important in the sporting world. We all know how relevant it is to tennis, but it is also a huge part of the football culture. Go to any local pub before or after a football match, and I can guarantee there will somebody wearing Fred Perry in there. I’ve seen Fred Perry be worn by a lot of different types of people my whole life, and I think it would be unfair to associate it with any singular group of people...anyone can wear Fred Perry which is what I like about the brand. It can be worn for any occasion you seem fit.

Carter: Fred Perry is at the very heart of subculture in Britain as it transcends eras, generations and cultures. From the football streets down to the underground clubs all across the country, no matter the environment you find yourself in, you will find a laurel wreath on someone's chest. 

It’s an ever-growing brand as youth culture changes, they’re always only ever a few things that get taken with each generation and the Fred Perry brand is one of them. You will be at underground techno rave or at a trap show, and you will spot it around the room, especially the RAF SIMONS collection as I feel the punk vibe and how you are literally wearing history on your chest, these items of clothing find themselves in ALOT of rooms. I think that it’s very hard to find any group or type of person that doesn’t wear this top. At some point in a person's life, you will acquire a twin tipped polo. 

Models: Gabriel Chen, Theo Rodney, Carter O'Sullivan

Photography: Kirsty McLachlan

Styling: Sam Cole