Triple Wimbledon champion Fred Perry founded his brand in 1952, designing the first Fred Perry pique tennis shirt himself the same year. Adopted by generations of British subcultures for over 60 years, the Laurel Wreath is still worn as a badge of honour. On the other hand, fueled by his love for both rebellious youth cultures and traditional menswear, Raf Simons emerged in fashion halfway through the nineties, presenting a radically different image of masculinity. Fusing the energy and singularity of teenage subcultures with the sharpness and precision of classical sartorial craft, he presents looks both inspired by and designed for confident outsiders.
From the first collection on, music, art, performance, images and words have had a substantial role in the whole package, summing up, or rather clarifying the kind of world Raf Simons wanted to project. Always at the core of his universe are attitudes, moods and statements about individuality and independence. Equally important in his approach is the constant quest for innovation. In celebration of subcultures created in London’s most famous basement, the 100 Club. Raf Simons reinterprets classic Fred Perry pieces infused with the sensibilities of his eponymous line and decorated with images from the 100 Club Stories book published by Fred Perry and Ditto. Inspired by subculture and the energy of youth, Raf Simons brings his distinctive design approach to Fred Perry archive styles, finding a match for his ethos of proud individuality.
In celebration of the legendary 100 Club, a London venue with as much character as the bands booked to play there, Fred Perry and Ditto released a book of anecdotal stories from its 75-year history. From the musicians on the stage, through to the bar staff and the customers they served, each unique story adds to the legend and myth of this celebrated club. Bev Elliott is a punk for whom Soho was her stomping ground in the 70s, with a personal scrapbook to prove it; Iain R Webb is a journalist who kept diary entries of his nightlife with reference to many spent at the 100 Club. These are just two of the extracts from the book which Raf has chosen to adorn key pieces in the collection. The Fred Perry pique polo shirt is reinterpreted once more in a way that feels new and subversive, darted and with digitally printed photographs - detachable with a special Raf Simons branded pin badge in silver. Woven shirts are oversized, with various patches in different sizes whilst retaining all the traditional shirting details.
A chunky knit jumper is also oversized, with fixed patches on the back and sleeve. The long coat is high impact; created with 100% wool, it is made in London and has a relaxed fit just like the Raf Simons mainline collection. There is also an olive-green parka with a detachable fleece liner. Dropped shoulders on sweatshirts, and unexpected print and logo applications feature on a palette of black, red, blue and white. Designs take inspiration from the 100 Club Stories book, which documents cross-generations of kids coming of age and using their clothes as a powerful tool for expressing their identity. The new collection further celebrates this, whilst exploring the DIY nature of punk dressing and the attitude that goes with it.
