British underground scene as told by Fred Perry Subculture

Fred Perry is not just a clothing brand, it's a lot more. Fred Perry is a lifestyle, a symbol to be used with caution, not only a fashion trend, Fred Perry is a sign of belonging like punk's mohawk haircut or the skinheads' boots. That little laurel crown on the polo shirts encloses a universe of music, rebellion and street life by which the kids could – and still can – recognize and tell the world who they are. The relation between Fred Perry and young subcultures was born spontaneously, as the best love stories, and in the same way continued in time. Well, it is not surprising that the British brand wanted to pay tribute to the rich undergrowth of underground culture that has always been tied to. So Fred Perry Subculture was born, a project who explores the hundreds of shades that enrich the English "alternative" music scene, thanks to which we can know, see and hear the protagonists of this great family called music. 

Fred Perry Subculture doesn’t want to merely describe the English realities that animate the country, it wants to live them - after have dressed them for over fifty years.  The iconic Laurel Wreath featured on every Fred Perry shirts since the dawn of the brand has, in fact, defined and dressed all the major underground currents since the 1950s. Whether it was on the tennis courts, in the mod clubs, or during punk raves, the Laurel wreath has always shone on the heart of the ones which wore Fred Perry wore, remaining to this day a sign of both individuality and belonging. To celebrate the ethos of the English brand, constantly pointing to the future but well aware of its historicity, since 2005 Fred Perry Subculture organizes events dedicated to that sporting elite and rebels circles that have made the brand great, bringing on stage some of the most prestigious international artists and musicians, selected over the years to pay homage to this avant-garde heritage - one example is the Cosmo Pyke + Bakar's SubcultureLive at the 100 Club and the Feeder’s concerts in Tokyo and Osaka last November.

Fred Perry Subculture returns now to Italy on the occasion of the 92° edition of Pitti Immagine Uomo. SubcultureLive will animate the Florentine night with DJ set by Carl Barât – Dirty Pretty Things frontman, and co-founder of the historic band The Libertines – but first the live show of SOVIET SOVIET, an Italian post-punk band that I recommend listen to strongly.

The appointment is for June 13 at the YAB Club in Florence - you can sign up for the event here.