Fred Perry circa 2017 by Dexter Navy

‘Always different, always the same’...

A solid part of British subcultural fashion since the 1950s, the fandom surrounding Fred Perry designs and their famous laurel wreath logo, shows no signs of stopping.

The brand's sharp, originally sports inspired pieces have been a must-wear element of several music and style movements over the decades, from mods in the 60s, to 80s terrace, and Brit Pop and Indie during the 90s. In 2017, a social media fuelled era, where genres of style mix and merge freely, the label has a following that's just as strong and now more diverse than ever.

Capturing today's diversity, photographer Dexter Navy has created a special photo series, depicting the broad spectrum of characters that sport, and feel a special affinity with the brand. As well as die-hard older generations that have been wearing the designs since discovering them through the tribes of their youth, a fresh batch of Fred Perry lovers is also depicted.

Scrapping the traditional clothing label set-up of using models to show off product, here the emphasis is on authentic individuals, whose style is entirely their own. Highlights of this cast, who are seen wearing a mixture of re-issues and new releases, include a range of musicians – from important figures of the late 70s and 80s like punk poet John Cooper Clarke, and DJ Donovan ''Don'' Letts, to stalwarts that emerged in the mid-noughties, namely The Libertines drummer Gary Powell and Mike Skinner of The Streets. A younger generation of creatives including illustrator Jim Longden, and tattoo artist Clare Frances also feature, with the addition of several Fred Perry retail staff, and receptionist / DJ Anne-Cecile.

Shot on film, the candid and inclusive looking collection of shots, has an almost family album feel. Arranged in a sprawling collage that seems still in progress, there's a suggestion that whilst having a rich history, the Fred Perry vision is very much forward looking. That the story of this iconic label is still being written.


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