Fred Perry has opened its first store in Milan

After the difficult lockdown months, Milan tries to restart and return to a kind of normality. Following the inauguration of the new Nove25 store, it is now the turn of Fred Perry: the British brand, the symbol of Made in England sportswear and streetwear, has just opened its first store in the Milanese capital in Corso di Porta Ticinese 76.

In full line with the spirit of the historic Milanese district, born as a popular area and become over the years one of the busiest areas of the city, the shop offers a 360° experience in the Fred Perry universe and houses all the brand's collections: from iconic Polo Shirts up to the Baseline, the Reissues and Made in England lines, and some of the collaborations most appreciated by fans, including the one with Raf Simons and with the Amy Winehouse Foundation. 

Developed on an area of ​​about 95 square meters, the project was curated by the English architect Mark Clark and Rizlly, the studio based in Prague specialized in the design of retail spaces and with over 80 years of experience in the sector, which in the past had already managed the brand's stores in various European cities such as Glasgow, Berlin and Barcelona, ​​as well as its headquarters in London. The spaces are essential, illuminated by LED lights and furnished with bespoke furniture in wood, raw steel, glass, marble, polyrey.
In the window, a LED installation welcomes the customers by portraying Fred Perry's iconic laurel: the Laurel Wreath, the symbol of the brand. The laurel also comes back-lit on the internal wall that separates the space dedicated to the sale from the back shop, where an exhibition room was set up to celebrate the history of the brand, founded in 1952 by the tennis player of the same name.