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Fred Perry Fashion Jeans


Fred Perry, started in the late 1940s, was the first British heritage brand to successfully blend sportswear with streetwear creating some of the most iconic styles of the last century with the ethos of authenticity, integrity and attitude.

Austrian footballer Tibby Wegner approached three times Wimbledon champion Fred Perry with an idea and Fred Perry the brand was born. Their initial venture was producing the first sweatband, which was quickly adopted by tennis players all over Britain. Then, in 1952 the pair launched what was to be Fred Perry's signature garment: a slim fit cotton pique polo shirt with Laurel Wreath embroidery. The wreath logo was initially worn by Fred Perry on touring blazers and Davis Cup sweaters since winning the Wimbledon crown back in 1934. Fred Perry first had to get a release and permission to use the wreath from the All England Tennis Club before using it on his clothing and in the process making it one of the most recognizable and timeless logos in the world today.

After carefully distributing the shirts around Wimbledon to top players, commentators and cameramen, the shirts became associated with the competition and this exposure fueled the brands initial popularity. People were quick to notice the quality and practicality of the garment and they were picked up by the Mod movement which was in its infancy. read more