Fred Perry collaborates with very cool people for its 60th birthday

Fred Perry isn't the sort of label that really springs to mind when you think 'cutting edge and very cool collaborations'. It's more akin to a game of tennis or a dandified cycling on a fixie bike or perhaps wearing boat shoes on a yacht. That said, the British label, started by tennis player, er, Fred Perry has been around a long time - 60 years in fact - and reinvention and counter culture are all part of its ethos. See, the traditionally sporty/preppy aesthetic has been co-opted by hipsters. So it makes sense that to celebrate its 60th birthday the label has collaborated with the likes of New Zealand fashion label Karen Walker, novelist Douglas Coupland and a host of artists, musos, designers and general cool people who are fans of the brand.

Other participants include Blur frontman Damon Albarn, designer Raf Simons and No Doubt.

Each were tasked with personalising a 1952 reproduction shirt with 60 in total created with birthday messages and designs. The first 25 of the collection will be presented at the Dover Street Market in London on January 26 and then a special installation will travel to the Beijing Market in March.

The shirts will be auctioned off later in the year with the proceeds going to the Amy Winehouse foundation.



To see the full range of shirts go here.

All shirts will be auctioned later this year, with all proceeds going to the Amy Winehouse Foundation.