Fred Perry partners Westminster Menswear Archive ahead of 75th anniversary

Fred Perry has unveiled a new research partnership with the Westminster Menswear Archive ahead of its 75th anniversary in 2027.

The collaboration with the Westminster Menswear Archive will be led by its Director, Professor Andrew Groves, who will take a deep dive into Fred Perry’s founding years, drawing on personal archives, company records, patents and sporting press to document the brand’s sporting origins from 1952.

Rob Gaitt, Fred Perry Brand Director, said: “Andrew’s focus on the founding years has given us a wonderful blueprint for our approach to 2027. A brand founded on product that was fit for purpose, aspirational not elitist, which talked directly to fans and players. Using selective distribution, authenticated by champions via collaborations. Sportswear, not just tennis.”

The Westminster Menswear Archive is a teaching, research and collecting resource at the University of Westminster. It holds over 3,000 garments and related objects, particularly sportswear, workwear, military pieces and designer fashion.

To set the tone for the 75th anniversary year, Fred Perry put on a fashion show at the V&A East Storehouse in June. It centred on ‘Fred Perry Retold’, which “celebrates what came before to look forward”. It gave a snapshot of a new sportswear range that will be presented throughout 2027.

Richard Gilmore, Managing Director of Fred Perry, said: “As we commemorate this landmark anniversary, we honour the heritage of our brand and the principles set on and off the court by the man himself, all whilst looking forward to many decades more of championing the Laurel Wreath.

“We remain modernists, our ambition and absolute dedication set a brave new agenda for where the next 75 years will take us.”

As well as its strong heritage in sport and its links to the British music scene, along with its connections to style tribes including mods, skinheads and rude boys, Fred Perry has long championed UK designers including Craig Green, Charles Jeffrey and Nicolas Daley through collaborations.

In a nod to its continued support of up-and-coming design talent, Fred Perry has also announced a patronage with the British Fashion Council.

The partnership will work to amplify and celebrate some of the most creative designers in the UK, using the brand’s global platform and targeted distribution around the world to further promote the talented roster of collaborators, past and present.

Natalie Porter, Director of Network at The British Fashion Council, said: “We are delighted to welcome Fred Perry as a Patron of the British Fashion Council.

“Ours is a shared commitment to championing British designer talent, celebrating the strength of community, and recognising the powerful connection between fashion and culture. We look forward to building a meaningful partnership that supports the future of British creativity.”

In March, Fred Perry opened a new flagship Soho store at 40-42 Lexington Street, adding to its long-standing store around the corner at 12 Newburgh Street.

Described as “not just a shop, but a meeting point for like-minded individuals and an event-ready space to celebrate all things Fred Perry”, it signified the brand’s first steps towards celebrating its 75th year.