A New Fred Perry standalone store opens on Newbury Street
There’s something bittersweet about the opening of Boston’s first standalone Fred Perry store on Newbury Street tomorrow. The famous sport-meets-street look adopted by both the U.K. mod and skinhead cultures in the ’50s and ’60s has more recently been popularized by such musical figures as Paul Weller, Damon Albarn and the late Amy Winehouse. In 2010, Fred Perry debuted the first Winehouse designed collection, and this spring/summer sees her final designs.
“Amy died nearly a year ago — believe it or not. It’s been a strange 12 months,” says Richard Martin, Fred Perry’s head of global marketing. “She was very involved with the collection. We had meetings with the family after the tragedy, asking them what they wanted to do. They wanted the collection to continue, but we had to continue in a different way.”
Enter PPQ designer Amy Molyneux, who created much of Winehouse’s onstage war-drobe. Going forward, Moly-neux will design the Amy Winehouse Foundation Collection, interpreting Winehouse’s style just as Karl Lagerfeld interprets Coco Chanel for Chanel.
Royalties and fees from the collection’s sales, plus a seasonal donation from Fred Perry, will go to the Amy Winehouse Foundation, which supports charities aiding young people — especially those with financial disadvantage or addiction.
“We felt that, morally, it was the only way to carry on,” says Martin. “Also, for future collections, the only way to continue was to work with someone who had worked with Amy and had a true sense of her style.”
Get the look
The Amy Winehouse Collection spring/summer 2012 features Winehouse’s Americana take on the classic Perry polo shirt and crosses it with a bowling shirt. “Amy wore Fred Perry as a kid and knew the importance of the polo shirt and it being part of that pop-culture history,” says Martin. There’s also a retro print (featuring a beehived brunette) micro-mini sundress, shirtwaist dress and scarf. It’s so very Winehouse.
Amy Winehouse Collection polo shirt, $95
Amy Winehouse Collection shirtwaist mini dress, $225