by Stephen Garner

British heritage brand Fred Perry has opened the doors to its new North American home in New York City’s SoHo neighborhood.

Constructed as a commercial space and warehouse in 1903, the Fred Perry shop at 483 Broome Street takes over its new space from an antique dealer that preserved the building’s architectural qualities. This physical history of the space is reinforced by a visual presentation that documents the city’s developing pop movements as preserved by the Youth Club museum of youth culture.

This new Fred Perry U.S. flagship store is also to become the local headquarters from which to support and grow the community that connects with the brand’s broad and longstanding subcultural presence. Key to this is continuing the success of the ‘Subculture’ series that works with emerging talent and iconic artists such as The Specials, Peggy Gou, Puma Blue, Black Midi, and Jarvis Cocker. An event program of music showcases — both in-store and at local venues — will not only embrace the city’s young cultural vanguard but be an inspiring catalyst for a new generation of Fred Perry advocates, influential thinkers, and emerging creatives.

“Fred Perry has been part of the subcultural uniform since the 1950s, and the Laurel Wreath remains a signature of both individuality and of belonging,” said Richard Gilmore, managing director of Fred Perry. “We’re excited to open a space where everyone is invited to experience the true sense of the brand, and what it has meant to people; from elite sportsmen through to fringe subcultures.”