Iconic fashion brand teams up with legendary London venue

It was announced today that iconic British fashion brand Fred Perry has teamed up with the legendary London live music venue, The 100 Club, for a partnership that will celebrate the joint cultural legacy of both with a continued dedication to live music.

As London continues to succumb to gentrification, its ever-changing face removing any traces of individualism, the city’s live music scene has suffered huge losses, with 35% of its grassroots venues closing since 2007. The 100 Club, however, stands defiantly as a survivor, having endured as an outstanding live destination since first opening on Oxford Street in 1942.

Initially a jazz club, and embraced by the original punk movement, its stage has hosted performances from Louis Armstrong, the Sex Pistols, The Clash, The Rolling Stones and, more recently, the likes of Blur and The Libertines, ensuring the venue maintained its relevance and popularity across all music’s subcultures.

Fred Perry’s commitment to music has been similarly enduring and passionate. As the brand of choice for all British subcultures over the last 60 years, the famous wreath logo is as renowned as the scores of classic artists who sport it, but Fred Perry have long been dedicated to honouring that symbiotic relationship further, and this new partnership is an exciting extension of their live music legacy.

Fred Perry have previously presented gigs with, among others, The Specials, Mark Ronson, and Amy Winehouse, who worked with the label to design her own lines. Ten years ago, they held their first gig at The 100 Club, featuring a headline set from Paul Weller. Returning to the venue in its 75th year, this new alliance looks set to strengthen the pair’s insightful and sincere devotion to the music that compels them.

“Music brings people together from all walks of life,” says the venue’s owner, Jeff Horton, “and I feel very lucky and incredibly proud to say that The 100 Club has played a special part in the development of the British music scene for the last 75 years. Working with Fred Perry, a brand so synonymous with music and subculture, feels like the perfect fit for us and allows us to keep adding to the club’s legacy.”

“It might be my name above the door, but this club is owned by everyone who has ever come through the doors, from the acts on stage, the crew and staff to the kids bouncing up and down on the dancefloor. I’m simply the guardian for the next generation.”

Ahead of a year of special gigs and events, Fred Perry kick the activity off with a new music gig on April 18th featuring live performances from London artists Cosmo Pyke and Bakar, and a DJ set from Throwing Shade. Full details and new developments are forthcoming, so watch Fred Perry’s website for announcements. 

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