In the heart of Hamburg’s creative Schanzenviertel, Matias Bognani runs a Fred Perry store that is as much an architectural gem as it is a retail space. He sees himself as a “host with passion” and combines excellent service with the alternative, artistic energy of the district. He speaks to Fashionunited about the brand’s mindset and explains why the perfect uniform – starting with a classic Harrington jacket – is the ultimate tool for self-confidence.
Fred Perry is a uniform for different subcultures. What does it mean to you personally when you put on your laurel wreath in the morning?
When I wear Fred Perry I feel more confident. I have a real obsession with the Harrington jacket (Made in England) – I could wear it every day. For me it is the perfect uniform: timeless, simple and chic.
What originally connected you to the brand and how did that relationship develop through your work in retail?
I grew up in a family where tennis was part of everyday life, so I think my affinity for Fred Perry came naturally from that. Tennis and fashion have always been two of my greatest passions, and Fred Perry is one of those brands that combines both worlds perfectly. My experience in retail has made my connection to the brand even stronger. I began to appreciate not only the aesthetic, but also the identity, legacy and attitude behind Fred Perry. This made me perceive the brand on a much more personal level – far beyond the pure fashion aspect.
Each Fred Perry store has its own character. How would you describe your store’s identity?
The store is located in the Schanzenviertel, a young, alternative and artistic district full of cafés, restaurants and creative energy. The store fits perfectly into the atmosphere of the area. It is located in an old building with beautiful columns at the entrance, high ceilings and the original floor, which gives the room a lot of character. Inside, the mix of red and blue walls creates a unique atmosphere that is both timeless and inviting to curious visitors.
How do customers interact with the brand in store today compared to when you started?
I am a passionate host and always try to pass on this feeling of warmth to my team and everyone who enters the store. Compared to when I started, customers today engage with the brand in a much more personal and emotional way. They are interested not only in the clothing itself, but also in the culture, identity and lifestyle behind Fred Perry.
In the store we try to provide an experience that combines genuine, high-quality customer service with knowledge of the brand’s history and heritage. This mix helps build a deeper connection so customers don’t just shop, but truly understand what Fred Perry stands for.
To what extent does culture shape the way customers view Fred Perry?
Local culture and music have a strong influence on this. Lately, many young people in the city have been wearing track jackets more and more because German rappers and singers are featuring them on social media. Fred Perry has always been associated with music and subcultures, so people see the brand as more than just fashion – it’s a form of expression.
Can you share a moment when the store became a true community space?
An unforgettable moment was when we had visitors from Berlin with us who worked as fashion stylists in the music industry. They arrived at the store wearing a mix of vintage sportswear and contemporary street style, and what started as a simple conversation quickly turned into a long discussion about music, fashion and working with Craig Green.
They told stories about artists’ styling and how fashion is used to express identity and culture. The atmosphere in the store was creative and energetic, almost like a small cultural meeting place and less like a sales room.
How do you build product expertise while maintaining that casual tone in the store?
By having natural conversations with customers instead of sounding too formal or using sales phrases. I share my knowledge about the products, materials and collaborations in a relaxed and approachable way.
What is the common mindset that connects retail teams across Europe?
At Fred Perry, everyone shares the “match fit” mindset. It’s about being ready, confident and authentic – as if you were stepping onto the court or stage to perform without overthinking everything. And of course the passion for fashion.
How did Fred Perry support your development from the sales floor to a leadership position?
I have been working in retail for 20 years and have worked in various positions and countries. Over the last year, we have had training and continuous development programs to improve our management and leadership skills and better understand what our team and customers need. Fred Perry also offers strong support from the London headquarters and my team makes the job easier and more enjoyable.
What personal quality leaves the strongest impression on you when someone is thinking about joining the team?
It’s all about a positive attitude and real motivation to work. I value enthusiasm and an authentic passion for styling and fashion.
