In Pictures: Fred Perry’s new flagship store in London’s Soho

Fred Perry has cemented its presence in London’s Soho with a new flagship store at 40-42 Lexington Street, adding to its long standing store around the corner at 12 Newburgh Street.

Designed by architectural and retail design agency Brinkworth, the new store plays with Fred Perry’s links to the British music scene and its old connections to Mods and Rude Boys - with the brand’s ‘Laurel Leaf’ logo taking centre stage.

Fixtures reference sound system culture by imitating classic speaker cabinets, with Friendly Pressure providing bespoke audio equipment.

Another “key musical touchstone” is a nod to Oxford Street’s 100 Club, a bastion of raw live performances and a long-time partner of the brand. The independent venue’s fabled red paint and iconic photography from many great live music nights are replicated in the fitting room and at the cash desk.

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”, the new flagship comes ahead of Fred Perry celebrating its 75th anniversary in 2027.

Additionally, a giant tennis ball makes a bold statement on the ground floor in natural white, referencing a time before the demands of colour TV viewers led to balls being manufactured in yellow.

Richard Gilmore, Managing Director of Fred Perry, said: “We wanted to reference our history in the district and our subcultural heritage in a way that feels modern and relevant. We chose to work with Brinkworth as they ‘get’ our vision and can innovate and surprise while maintaining the continuity of our design language.

“Our Lexington Street shop is deeply rooted in place while also speaking to Fred Perry’s global fanbase in a way that they recognise and love.”

Sonny Cant, Design Director at Brinkworth, added: “As a brand, Fred Perry are up there with some of the clearest thinkers when it comes to what they stand for, which has always made it a joy working with them.

“The Soho flagship store speaks to the brand’s rich heritage in Soho and music culture, but balances nostalgia and with the 'Mod' mindset of looking forward.”