Fred Perry has opened a new flagship on Lexington Street in Soho, London, positioning the space as both a retail hub and a living homage to the area’s music driven subcultures ahead of the brand’s 75th anniversary in 2027. The store cements Fred Perry’s long standing ties to Soho and its role in British music and art, with the brand describing the location as not just a shop but a meeting point for like minded individuals.
A Soho Flagship Rooted in Music Culture
Located at 40-42 Lexington Street, London W1F 0LN, the new flagship is part of Fred Perry’s ongoing investment in physical retail and marks a return to a neighbourhood closely linked to the brand’s cultural history, including its former head office in nearby Golden Square. The space has been conceived as a tribute to Soho’s association with music and youth culture, drawing on the district’s reputation for clubs, record shops and creative communities that embraced the laurel wreath logo across generations.
Fred Perry said the Lexington Street store celebrates our historic relationship with the local area and its significance to British music and art, emphasising that it is designed as a meeting point for like minded individuals and a conceptual space that’s rich in the DNA that sets Fred Perry apart. The opening also forms part of the brand’s build up to turning 75 in 2027, underscoring how central place and community remain to its identity.
Design: ‘BIG Sound’ and the 100 Club
The interior concept, developed with design agency Brinkworth, centres on the idea of BIG Sound, using music as the guiding principle for architecture and fixtures. Store elements reference vinyl culture and sound system aesthetics, with displays and furniture echoing speaker cabinets and record shop details to evoke the physicality of sound.
Custom audio equipment supplied by Friendly Pressure equips the space for events and live sessions, reinforcing its role as an event ready venue as much as a traditional shop. The design also nods to Fred Perry’s long partnership with the legendary 100 Club on Oxford Street: red interior references and archival photography connected to the venue appear in areas such as fitting rooms and the cash desk, creating a visual and emotional link between the store and Soho’s live music heritage.
A Home for Subcultures Old and New
The new flagship has been designed to engage a broad spectrum of subcultures historically associated with Fred Perry, from mods and Rudeboys to Northern Soul communities and beyond. Rather than leaning on pure nostalgia, the approach blends these references with a clean, contemporary design language intended to feel relevant to today’s audiences while acknowledging the brand’s roots.
Within this framework, the store carries men’s and women’s collections, including the iconic Fred Perry Shirt, knitwear, and seasonal collaborations that often tap into music, sport, and subcultural style. By situating the product within a space tuned to gigs, playlists, and local references, the brand aims to make shopping feel like stepping into a living chapter of its subculture story.
Store Details
The Fred Perry Soho flagship at 40–42 Lexington Street lists opening hours of 11:00–19:00 from Monday to Saturday and 12:00–18:00 on Sunday, according to the brand’s shop finder. The company invites anyone visiting London to come and pay us a visit if you’re in town, positioning the store as a destination for both locals and international fans of the label.
As physical retail continues to evolve, the Lexington Street opening shows how heritage brands like Fred Perry are using stores not just to sell product, but to stage their cultural narratives, in this case, a story written in the language of Soho’s music, art, and street style.
