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Fred Perry the brand was born in the late 1940's after Perry was approached by Tibby Wegner, an Austrian footballer who invented an antiperspirant device worn around the wrist. Perry made a few changes and invented the sweatband.
Wegner's next idea was to produce a sports shirt which was to be made from white knitted cotton pique with short sleeves and buttons down the front. Launched at Wimbledon in 1952, the Fred Perry polo shirt was an immediate success.
The polo shirts were only available in white until the late 50s when the Mods picked them up and demanded a more varied colour palette. Worn by the Mods because 'they could wear it all night and still look good in the morning'- it has then featured in almost every British youth subculture since.
From Mods, Suedeheads, Ska/Two Tone, Punk, New Wave, Casuals/Perry Boys, Britpop, Electronic/Rave and the latest Indie revival- the Laurel has been ever present. Passed from generation as an understated timeless and collectable true classic.
Wegner's next idea was to produce a sports shirt which was to be made from white knitted cotton pique with short sleeves and buttons down the front. Launched at Wimbledon in 1952, the Fred Perry polo shirt was an immediate success.
The polo shirts were only available in white until the late 50s when the Mods picked them up and demanded a more varied colour palette. Worn by the Mods because 'they could wear it all night and still look good in the morning'- it has then featured in almost every British youth subculture since.
From Mods, Suedeheads, Ska/Two Tone, Punk, New Wave, Casuals/Perry Boys, Britpop, Electronic/Rave and the latest Indie revival- the Laurel has been ever present. Passed from generation as an understated timeless and collectable true classic.
For spring summer '09 men's Laurel has referenced the early origins of ska, soul and the beginnings of the 'first original rudeboy'. Referencing the work of African photographer Malke Sidibe the collection borrows colour, fabric and fit from the African and West Indian soulboy.
The collection is underpinned by a palette of sunbleached brights, sharp, slim woven shirts and tailoring worked in vivid madras checks.
The collection is underpinned by a palette of sunbleached brights, sharp, slim woven shirts and tailoring worked in vivid madras checks.
