Undeniably British, indisputably Fred Perry.
Fred Perry prides itself on being the first British heritage brand to successfully blend sportswear with streetwear to create some of the most iconic styles of the last century. Throughout their history they have always stayed true to their ethos of authenticity, integrity and attitude.
The brand was born in the late 1940s, when former Austrian footballer Tibby Wegner approached three times Wimbledon champion Fred Perry with an idea. Their initial venture was the very first sweatband, which was quickly adopted by tennis players across the courts of Britain. In 1952 the pair launched what was to be Fred Perry's most famous garment: a slim fit cotton pique shirt with Laurel Wreath embroidery.
From the beginning, Fred Perry - and the tipped pique shirt in particular - has been associated with a whole series of subcultures driven by musical affinities. Mods, skinheads, suede heads, soul boys, rude boys, two tones.
There was even a short-lived subculture known as the Perry Boys. When Britpop took the world by storm in the mid 1990s it was no surprise to find bands like Blur and Oasis sporting the epitome of street fashion credibility.
Today the Laurel Wreath logo is a badge of honour and can be recognisable worldwide, with shops and customers across 50 countries. Fred Perry continues to produce a distinctive collection which is as sharp and honest as ever.