Guardians of Grail

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Paul Galvin shares his love for Fred Perry's various incarnations
Who do you receive when you cross Mike Skinner with Roy Keane? Fred Perry, that's who. A renegade with the talent to back it up,[link widoczny dla zalogowanych], who are able to dress himself.
Perry was an all-conquering English tennis player,[link widoczny dla zalogowanych], winning three consecutive Wimbledon titles between 1934 and 1936 -- the last British player to do this.
But he's much better known, as he admitted himself, with this sportswear than his play. In those days, it had been his imagination that made him a great player. Imagine that! The cheek of him. Purchase play? That'll never become popular. Strawberries and cream anyone?
Within the 1940s, Perry modified an anti-perspirant device created by an Austrian footballer called Tibby Wegner to produce the very first sweatband. Wegner would later become his business partner.
He quickly followed this having a tennis shirt to contend with those created by Jean Ren Lacoste, and launched the Fred Perry tennis shirt at Wimbledon 1952 with positive results.
Once the mods from the late 1950s made the shirts a part of their uniform, then the skinheads, a brand was created.
Today,[link widoczny dla zalogowanych], Fred Perry is synonymous with the streets of LDN. Its pared-down classic aesthetic goes right to the heart of youth culture. The laurel wreath insignia is really as recognisable today within the clubs of Shoreditch and Dalston as it was in the All England Club from the 1940s and 1950s, which says a lot for Perry's business acumen and entrepreneurial streak.
The 1980s and 1990s saw a downturn in the brand's fortunes,[link widoczny dla zalogowanych], as youth culture looked more towards designer brands for which they wanted.
Fred Perry wouldn't be found wanting. Britpop arrived making him relevant again, as did young actors for example Ewan McGregor. Also, collaborations with great young designers have helped reinvigorate the company recently.
Commes des Gar ons opened the door to more high-end customers and Raf Simons x Fred Perry for spring/summer 2009 would be a big hit. Knitted polos in cobalt-blue and orange plus Simons' fresh undertake the ubiquitous white polo saw Perry climb the design and style stakes again,[link widoczny dla zalogowanych].
More recently,[link widoczny dla zalogowanych], I loved the Fred Perry/Richard Nicoll womenswear collection. Another fresh young take on a brand that's nearly A century old from the London-born designer is only the way to stay relevant in a saturated market.
Nicoll took inspiration from the 1950s teddy girl look, with a lot of neat cropped jackets, embellished jumpers and drainpipes, as well as cardigans and neck-ties. The model utilized in the campaign was perfectly cast. A little uncouth but quite interesting looking, like many of the teddy boy/girl generation.
While synonymously a sportswear brand, Fred Perry has been embraced from the street to the level. Musicians such as Mike Skinner represent both its street (don't pardon the pun) credibility and it is visibility across online and television mediums. That's worth millions to a brand.
The Streets' music always reminds me of Fred Perry. Skinner in a buttoned-up tipped pique shirt,[link widoczny dla zalogowanych], white trainers striding purposefully to nowhere in particular; the background music not quite mainstream,[link widoczny dla zalogowanych], not quite underground, but a part of a brand new subculture that's fresh and exciting. Like the brand.
Amy Winehouse was the following inside a line of clever collaborations by the brand before her death. After consultation with her family, the range will debut as planned.
Pete Doherty, Paul Weller and Pixie Lott have worn the garments, demonstrating it's mass appeal.
I've my very own Fred Perry collection. A polo, of course, some vintage nylon and suede trainers along with a V-neck jumper.
I have seen sneak peeks of the new assortment of cycling-inspired tees that look great. A few weeks back, I wrote about the requirement for more prints in men's wardrobes. Well, they've found its way to the shape of origami-print cotton pique shirts with white panelled shoulders from the new Laurel Wreath collection. They appear great.
So, where are you able to get a Fred on? Well,[link widoczny dla zalogowanych], BT2 has its own Fred Perry corner,[link widoczny dla zalogowanych], with everything else from jumpers, jackets and shirts to T-shirts, polos and trainers. Along with Arnotts.
For something really interesting, check out Indigo Cloth on South William St this September for the new Laurel Wreath menswear collection lands, thanks to a collaboration between between the store and also the brand. There are lots of new products and in-store events planned all month.
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