Fred Perry Opens a Soho Flagship Rooted in Music Culture Ahead of Its 75th Anniversary in 2027

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…