Fred Perry teamed up with Prestel Publishing to host the launch of The A to Z of Mod last week at our newly refurbished Seven Dials Laurel Wreath Collection Shop.

Written by Mod experts, Paolo Hewitt and Mark Baxter, the book explores all aspects of the subculture, from Absolute Beginners to Zoot Money. A section of the book is dedicated solely to Fred Perry, highlighting the iconic position of our brand within the movement and referencing the classic Fred Perry shirt as a staple item in any Mod's wardrobe. Offering a detailed account of one of the most influential and long-lasting youth cults of our time, The A to Z of Mod is ideal for enthusiasts and novices alike.

The A to Z of Mod is published by Prestel and is available now in our Laurel Wreath Collection Shop at Seven Dials, London. For more information about the book, check out our previous blog post HERE.

Dave Rowswell is a skilled photographer and Fred Perry enthusiast, who also doubles as a sales assistant at our Laurel Wreath Shop at Seven Dials. For a recent project, Dave captured a day in the life of a Fred Perry shirt; from the moment it's slipped on in the morning, all the way through an evening's partying and finishing with it still fresh for a cafe breakfast the following morning. Here's a small selection of photographs from the project:

If you'd like to see more of Dave's photography you can do so by following his blog or keeping an eye on his Flickr page. If you have a Fred Perry story you'd like to share, visit our Tell Us Your Story page to upload pictures and enter your memories.

http://daverowswell.blogspot.com/

www.flickr.com/photos/dave_rowswell/

Nestled on the corner of Seven Dials stands the first of Fred Perry's Laurel Wreath Collection Shops. Since opening in 2004, the Seven Dials shop has hosted our premium label's mens and womenswear alongside some of our most exciting designer collaborations and unique blank canvas concepts. Attracting clothing fanatics with a taste for fine fabrics, local craftsmanship and attention to detail, the shop has seen its fair share of special customers. Joseph Deen from Seven Dials tells us his story of being part of the shop...

“Working in the Seven Dials shop in Covent Garden you often get to meet some pretty special people. One of those people, John Bradbury (drummer of the Specials) is a regular visitor and I got chatting to him one day. That night Fred Perry had organised a Specials gig for their reunion at the legendary 100 Club on Oxford Street. I’d not managed to get a ticket and was pretty gutted... until he asked me if I wanted to go. I jumped at the opportunity and got to see one of my favourite seminal bands I couldn’t have seen the first time around. Right place, right time.”

Joseph is wearing The 1963 Northern Soul Shirt from our limited edition Re-issues Collection, available at Seven Dials and our other Laurel Wreath Collection Shops as well as FredPerry.com

For a full list of shops with opening times and contact details, please visit our Shop Finder.