Thursday, 15 April 2010

A first look at Fred Perry AW10

Fred Perry's AW10 Look Book.

Another round of AW10 collections to slap in my tired face to snap me back in to a state of sartorial alertness was Fred Perry. Having only just celebrated its one hundredth birthday last year, this is an iconic brand that is far from resting on its laurels (pun intended, ha!). The brand continues to retain and develop its unique roots in the British history of street fashion and music. Its products have consistently been adopted as part of the uniform of choice for elements of our subculture. 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 collectible true classic. The press day gave me the opportunity to investigate the AW10 Laurel collection and the chance to sneak a peak at the next stage of the successful collaborations with Raf Simons and Stussy. First up, I thought I'd share the first look at the Laurel look book...

These two images showcase my favourite looks. Such simple layering but oh so effective. Left; Long sleeve indigo shirt. Right; Long sleeve indigo shirt worn with knitted blazer and pleated trousers.

I have been a fan of the Laurel Wreath collection for some time now because not only does it showcase the purity of the more heritage pieces but also offers a more contemporary look and feel based on authentic values. Below are a few of my favourite looks...

Long sleeve multi button collar shirt.

Long sleeve striped print shirt in liquorice (left) and ash (right)

In addition to offering reworked Fred Perry classics, the Laurel collection is branching out for AW10 and beyond by working with a number of British brands to create a number of key wardrobe staples. First up the duffle coat. Fashions come and go, but the duffle coat remains a staple in many a stylish wardrobe and Fred Perry have recognised this by working with one of the best makers around, Gloverall. Gloverall have been producing their famous duffle coats for over 50 years, starting in a London factory close to St Paul's Cathedral and still made in England to this day, the name Gloverall has always been synonymous with the duffle coat and it is great to see a brand like Fred Perry tap in to their expertise.

Twin tipped raglan shirt and Gloverall duffle coat.

As well as working with true British heritage brands in the coming months, the Laurel collection sees the brand use a number of truly British fabrics. Most excitingly, Harris Tweed. For AW10, they use the fabric for Harrington jackets, ties and weekend bags. It is the most iconic of all tweeds, woven by hand, and adored for decades the world over. Or it was. For such a burly and utilitarian fabric, Harris Tweed evokes an a great deal of romantically nostalgic feelings and this series certainly captures this. The reason being is that the tweed is still woven by pedal-powered looms in the homes of Scottish sheep herders on the outermost fringe of the British Isles, just as it has been since 1846. 2010 is make or break time for the tweed and it is great to see brands like Fred Perry use it throughout their collection.

Raf Simons' successful collaboration with Fred Perry continues into AW10. The collaboration started off positively and it has only gone from strength to strength.Again, the collection is strongly made up of Simons' own interpretation of the iconic polo shirt, the use of fine knits and great cuts working extremely well with the legendary brand and logo. Each season sees Simons rework the classic laurel logo and here he creates a boy scout badge. As ever, Simons has taken inspiration from the fabrics and textures of classic Fred Perry sportswear but has created a more complete offering with a number of interesting and colourful pieces. A great deal caught my eye as I wandered around the room but key piece that captured my attention was the the long sleeved polo knit (below centre). It is the item that I can't stop thinking about, I just love the knitted sleeve detailing and have never seen anything quite like it.

Raf Simons x Fred Perry Aw10 - I was particularly taken by the use of colour throughout the impressive and diverse offering.

In addition to being able to gaze in to the future season, the press day afforded my first opportunity to inspect the recently launched (and soon to be available to purchase) Blank Canvas collection. This collaboration sees two quintessentially British institutions join forces on a classic four piece range for Fred Perry. The series sees two iconic Liberty of London prints, 'Mark' (paisley) and 'Edenham' (floral) and sees reworked classic pique shirts, a black Harrington jacket, polo shirts and plimsolls. Now that the sun is out I just can't help myself from wanting to dabble with Liberty of London prints...

A closer look at the Blank Canvas collection.


J said...

Nice write up. I love the Liberty polo shirts, particularly the Edenham print.

Giancinephile said...

The very clean and minimal aesthetic greatly appeals to me.

I really like it a lot when the laurel is the same colour as the shirt/article of clothing. It's just like those Raf Simons ones wherein it's more discreet... haha!


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