The Design Museum is hosting a free exhibition in June in partnership with British fashion brand Fred Perry to celebrate the 70th anniversary of the Fred Perry polo shirt and the legacy of one of Britain’s longest-lasting sportswear brands.
A collaboration between the brand and the museum, ‘Fred Perry: A British Icon’ invites visitors to explore the company’s beginnings in 1950s Britain and its founder, three-time Wimbledon champion Fred Perry, through rare archive footage and get to know early prototypes.
The exhibition, which runs June 10-19, aims to showcase the intricacies of Fred Perry’s brand identity and how the heritage of the Fred Perry person continues to influence the character of the brand. Also, a new installation of original objects, design processes and specially commissioned films will show how the company evolved from its tennis origins to contemporary designs and its relevance today.
Fred Perry’s polo shirt and legacy are the focus of the free exhibition at the Design Museum
An in-depth look at Fred Perry’s most important piece of clothing is given: the polo shirt, its cultural significance and how it has developed – from the hallmark of youth cultures such as mods or skinheads to the favorite piece of creative people of all stripes – in art as well as in music , in film and in sports – who have made the Fred Perry polo shirt their uniform. The exhibition features early prototypes, the evolution of the laurel wreath logo, typography and rare pieces worn by celebrities.
It also explores how these sporting and musical collaborations helped shape the brand’s identity. It will highlight work by Amy Winehouse, Charles Jeffrey, Gorillaz, Comme des Garçons, Nicholas Daley, Raf Simons and The Specials.
The exhibition will also showcase Fred Perry’s unique relationship with live music, inspired by the brand’s global music events, which provide a platform for artists at the forefront of underground music and allow audiences to be immersed in the soundtrack of the Immerse yourself in the brand’s 70-year history.
In addition, there will be an area that explores politics and society through fashion and provides an insight into the international significance of the brand and values.
‘Fred Perry: A British Icon’ will be on view from 10th to 19th June at the Design Museum’s Huth Gallery in London.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ