Friday, 1st Apr 2011
Fred's New Friends
This week saw the launch of brand new concept 'Friends of Fred' in our Laurel Wreath Collection shops and online. The idea behind the project was to look to some of the iconic subcultures who have worn and loved Fred Perry, and offer the complete outfit to a contemporary audience by inviting a handpicked selection of brands to sit alongside us in our shops. For the first collaboration we chose Sunspel, Levi's and GH Bass and Company to help us recreate the sartorial habits of the Mod movement of the late 50s and 60s, who were dedicated to searching out the best in style and quality.
Each of Fred's new Friends has carefully selected a small number of pieces to create a complete outfit hosted under one roof. Sunspel have kindly provided their crisp cotton t-shirts, a lightweight Riviera shirt and of course, some traditional white boxer shorts to form the base of the look. Alongside this is the Levi Sta Prest trouser; a favourite of the mod movement thanks to its famous ability to be worn 'straight from the dryer'. For the footwear GH Bass & Company are hosting their handmade 'Larson' penny loafer in a choice of rich burgundy or classic black - a shoe worn by style legends such as James Dean, later picked up by the British Mods.
The GH Bass & Co Larson Loafer, available in our Laurel Wreath Collection shops for a limited time.
Whilst we at Fred are delighted with our new friends, it seems two of them are old acquaintances - Sunspel helped Levi's create a stir back in 1985, when Nick Kamen famously stripped to his boxers in a 50s Launderette to wash his stonewashed jeans.
Friends of Fred featuring Sunspel, Levi's and GH Bass & Company is taking place in our Laurel Wreath Collection shops from the 25th March. To find your closet Laurel Wreath Collection shop, visit our Shop Finder alternatively you can shop the selection online HERE.