Fred Perry pays homage to Camden with new store

Last night saw the launch of a new Fred Perry shop at 255 Camden High Street, with an opening party and DJ set from Massive Attack’s Daddy G.

Spanning two floors, the 1,541 sq ft shop is a contemporary space with concrete floors centred around spotlights – mimicking a stage-like presence on the shop floor.

The ground floor is showcasing the brand’s latest collections and collaborations for men and women, including the original M12 and G12 Fred Perry shirts, made in England.

The basement is a dedicated exhibition space inspired by the local area’s artists and icons, bringing together rare original artefacts and images that trace elements of Camden’s musical history from 1966 to today.

Senior asset manager Jenna Barry at Camden Market owners LabTech, said: “Fred Perry is an iconic fashion brand and the opening of its first standalone store in the area strengthens LabTech’s retail offering by marking a new chapter for Camden’s High Street.

"The brand’s British routes and commitment to creating a store centred around the area’s musical scene will be a key footfall driver for this area of North London, among other popular brands located here such as All Saints, Urban Outfitters and Ray-Ban.”

Fred Perry and existing retailers will complement the forthcoming retail offer by LabTech’s latest project, Hawley Wharf, which is set to launch next year and will strengthen Camden’s status as a fashion destination.