The Fred Perry shirt has always been the iconic piece since the birth of the brand, the standard bearer for the Laurel Wreath logo. To commemorate its 60th anniversary, Fred Perry has commissioned 60 most distinguished international designers, musicians, artists and sportsmen including British cycling champion Sir Bradley Wiggins, Raf Simons, Karen Walker, No Doubt, Blur frontman Damon Albarn and many others, to personalise a reproduction of the original 1952 Fred Perry shirt with a birthday message and full-blown customisation.
Customizers selected for Singapore are multi-disciplinary creative house ASYLUM, street culture advocators JUICE Singapore and contemporary art and design collective, Phunk Studio.
In collaboration with Dover Street Market and designed by renowned set designer Andy Hillman, Fred Perry will present the first 20 customizations exclusively at Dover Street Market in London on 26 January 2012. The installation will travel to DSM Ginza and DSM Beijing after the London presentation.
All shirts are displayed online in the 60 Years Gallery microsite, in-store and at anniversary events before being auctioned for charity later in the year. All proceeds from the auction will go to the Amy Winehouse Foundation, a charity established in the name of the late singer’s name to help care for struggling young people.
