Fred Perry X Dover Street Market 60th Anniversary Customisation Project

To commemorate the 60th anniversary of the brand Fred Perry has enlisted the help of 60 of its most distinguished fans to customise a polo to be auctioned off for charity...
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To commemorate the 60th anniversary of the brand Fred Perry has enlisted the help of 60 of its most distinguished fans to customise a polo to be auctioned off for charity...

For over 60 years, the Fred Perry shirt has been popular with everyone from musicians to midfielders to the man on the street. To commemorate the 60th anniversary of  he brand Fred Perry has enlisted the help of 60 of its most distinguished fans to help with a fundraising drive. Designers, musicians and sports people have been sent a reproduction of the original 1952 Fred Perry shirt and asked to personalise the shirt with a birthday message or full-blown customisation. All shirts will be displayed online in the 60 Year microsite at Fred Perry 60 Years Gallery, in-store and at anniversary events before being auctioned for charity later in the year.

The customisers hail from more than 15 countries and  include British cycling champion Sir Bradley Wiggins, Blur frontman Damon Albarn, designer Raf Simons, Neville Brody, Walter van Beirendonck, Inez & Vinoodh, BEAMS, Eko Nugroho, No Doubt, Jamie Reid, Exactitudes, The Specials, Peter Jensen, Christopher Raeburn and many others.

And from January 26th, in collaboration with Dover Street Market and designed by renowned set designer Andy Hillman; Fred Perry will present the first 20 customisations exclusively at Dover Street Market London. The installation will travel to DSM Ginza and I.T. Beijing Market after the London presentation.

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