Fred Perry – Berlin Store Re-Opening

Berlin! The NEW Fred Perry store in town .. has now reopened with a smart new look. Following the recent refurbishment, the Fred Perry store re-opening it´s doors with the launch of the latest Fred Perry x Raf Simons Collection, the Fred Perry store now stock an increased product selection including collaborations with Bella Freud and Nigel Cabourn alongside the Amy Winehouse Foundation and Bradley Wiggins Collections.

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Design inspiration was taken from the shops original features, and the eclectic yet considered feeling of Berlin’s Mitte district – the Fred Perry home for over ten years. If you are in town these days.. stop at:

Neue Schoenhauser Strasse 10, 10178 Berlin from 11-20 // Fred Perry Berlin at FACEBOOK

The product available reflects the eclectic, yet considered feeling of the Mitte district, the area which has been home to the Fred Perry Berlin shop for over ten years. At the heart of the shop is of course the M12 Made In England Shirt and Reissues collection. The styles that have been at the heart of British youth subcultures for over 60s years and are instantly recognisable as Fred Perry. The further collections on offer can all trace their lineage back to these icons, but each with their own identifiable spin. From Bradley Wiggins to Bella Freud, The Amy Winehouse Foundation collection to Nigel Cabourn, styles are referenced and re-interpreted.

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The shop opens its doors with the latest Fred Perry x Raf Simons collaboration, the brand’s thirteenth with the European modernist designer, presented in a bespoke window display which references the modern European industrial design to echo the bold statement of the collection. A considered edit of the brand’s Authentic collection will be available for the first time in the shop alongside the Laurel Wreath collection. The local evolution of Mitte, the original heart and soul of the shop, the city and its people and of course Fred Perry’s own brand heritage all influence the new look of the shop. Original elements of the building such as the original peeled paintwork in faded greens and reds remain a constant from when Fred Perry first moved into the shop but have now been juxtaposed with clean mid-century modern furniture and a Vitsoe wall system designed by Dieter Rams. A restored vintage Wurlitzer jukebox containing hand-selected 7” 45 rpm records invites customers to create their own soundtrack while they shop. Local customers will be invited to choose new singles for the jukebox occasionally through the Fred Perry Berlin Instagram account.

We are now open again following our recent refurbishment. Come and take a look at our new shop, now with an extended range in store.

Posted by Fred Perry on Freitag, 26. Februar 2016