Fred Perry is in the midst of celebrating their 60th anniversary. As a part of this commemoration, the brand recruited 60 of their staunch advocates — artists, designers and athletes alike — to customize a reproduction of Fred Perry’s 1952 shirt.Throughout the sixty years of the brand, the Fred Perry shirt has always been the iconic piece; the standard bearer for the Laurel Wreath logo. Over six remarkable decades some of the most influential figures in fashion, music and sport have worn the shirt. Many have become de facto ambassadors for the brand. Fred Perry has compiled a list of its 60 most loyal and distinguished fans with a view to requesting their participation in a charity fund raising exercise. Designers, musicians and sports people have been sent a reproduction of the original 1952 Fred Perry shirt and asked to personalise the shirt with a birthday message or full-blown customisation. Participating customizers from more than 15 countries include British cycling champion Sir Bradley Wiggins, Blur frontman Damon Albarn, designer Raf Simons, Neville Brody, Walter van Beirendonck, Inez & Vinoodh, No Doubt, Jamie Reid, Exactitudes, The Specials, Peter Jensen, Christopher Raeburn, Bora Aksu and many others.
Fred Perry will present the first 20 customisations exclusively at Dover Street Market in London on January 26th. The installation will travel to DSM Ginza and I.T. Beijing Market after the London presentation. All shirts will be displayed online in the 60 Year microsite at fredperry.com, in-store and at anniversary events before being auctioned for charity later in the year with all proceeds going to the Amy Winehouse Foundation, a charity established in the name of the late singer’s name to help care for struggling young people.