Fred Perry’s narrative drive
Shirt culture. Fred Perry is tale-telling. For one thing, the brand has narratives of its own it wants to share in a campaign that brings ‘the untold stories of the original Fred Perry shirt to life. There’s info on how the Mod’s adopted the shirt, where the famous ‘Tipping’ originated and who the Perry Boys’ were’. (They were a fashion subculture from 1970s Manchester who became trandsetters on the football terraces and in night clubs.)
So we have 50 years of brand history to celebrate here, and no mean shirt heritage, plus some fascinating subcultures.
But that’s not enough. Fred Perry wants consumers’ Fred Perry tales too.
“Ideally, they would be images, video or cine film (converted to a video clip) from your own family albums – or shots taken with friends,” FP says. “The brand started in 1952, so they can be from that date right through to the present day. They might be of you at a music festival, club rally, on a beach or in your back garden.”
Oh, and there’s £5,000 for the submission that the Fred Perry judging panel feels is the most interesting and evocative combination of either photo or video and accompanying story.
So maybe it’s time to spin that yarn.
