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…
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