Fred Perry Soho

Fred Perry belongs in and around Soho. From the mavericks and mods who wear our shirt to world famous jazz clubs and dive bars alike, to our former head office in Golden Square which we called home for decades, you’ve always been able to find the Laurel Wreath on these historic streets.

Legend has it that one night in the mid-sixties, troublemakers exiting the famous Flamingo club scaled a drainpipe and broke into the then local Fred Perry shop. They ignored the tennis goods and went straight for the new coloured shirts in bold colours with contrasting twin tipping in our 5-4-4 ratio. We responded with a new direction, and the polite world of English lawn tennis could only look on in horror as their sport was mugged by youth culture.

We stake our claim to the streets of Soho with a new home on the corner of Lexington Street – a flagship location designed to marry a conceptual shopping experience with the legendary energy of the area and its significance to British music and art. Not just a shop: a meeting point for like-minded individuals and an event-ready space to celebrate all things Fred Perry as we gear up for our 75th anniversary in 2027.

The store needed to be deeply rooted in the locale, whilst also speaking to all the diverse subcultures who have adopted the Laurel Wreath as their emblem, from Rudeboys to mods, Northern Soul heads to rock-and-rollers. What unites them all is an attitude, which the new store has in spades, referencing past culture without ever collapsing into nostalgic clichés. Elevated design channels a modernist mindset that always looks forward: a fitting spatial expression for a British style icon.

Architectural firm Brinkworth worked with Fred Perry to develop the ‘BIG Sound’ concept, steering a visual direction in which sound becomes a crafted element of the space. A range of design elements take cues from vinyl and music culture, shaping the store's atmosphere and echoing the rhythm, energy, and heritage of Soho and Fred Perry. Fixtures reference sound system culture by imitating classic speaker cabinets, with Friendly Pressure providing bespoke audio equipment to soundtrack this new space for all occasions.

Another key musical touchstone that informs the overall store design is a very local bastion of live performance and a long-time partner of the brand: Oxford Street’s 100 Club. The independent venue’s fabled red paint and iconic photography from the many, many great nights we’ve shared together are replicated in the fitting room and at the cash desk. Nostalgic nods to one of London’s best-loved clubs to intrigue and comfort the uninitiated and Fred Perry’s most steadfast fans alike.

We’re open now at 40-42 Lexington Street, W1F 0LN. Come and pay us a visit next time you’re in town.