Fred Perry have teamed up with Gorillaz for its 2021 campaign, as the virtual group are revealed as the new faces of the nearly 70-year-old brand.
Billboards have already been put up in London and Tokyo of the collective each wearing a different Fred Perry polo shirt. The official Fred Perry website has teased that the collaborative takeover is “Coming to a city near you”, suggesting that Stockholm, Seoul, New York, Madrid, Berlin, Manila, and Dubai will be the next places to host this takeover.
Also featured on the official website, Russel Hobbs describes his personal relationship with the brand: “My first Fred Perry shirt wasn’t actually mine, it belonged to Arthur Ashe. Like a cross between Barack Obama and Denzel Washington…he was an artist… he had style, he had an afro, he wore a pair of tiny shorts – and, of course, the classic Fred Perry tennis shirt. He even made a record called ‘How To Play Tennis’, I have that record. I still can’t play tennis. Love that shirt though, it’s my favourite thing. Forty-Love to y’all.”
With both Gorillaz and Fred Perry firmly established within authentic British culture, the collaboration is a match made in heaven. The Fred Perry polo itself is an iconic British garment, and one that has a rich history within sport, entertainment, and music. Notably, it became synonymous with the ‘80s mod-inspired fashion donned by ska bands, such as Madness and The Specials. In fact, in honour of the 40-year anniversary of their self-titled debut, Fred Perry posted an exclusive interview with The Specials in 2019 on their website.
Damon Albarn himself would also go on to continue this fashion trend whilst fronting legendary Britpop group Blur throughout the late 80s and 90s. Dubbed by Scotts Menswear as “probably the most notable Fred Perry wearer of all time”, it is very fitting that Albarn has now made his partnership with the clothing brand official.
Having been part of the music scene for over 30 years, the British icon has astonishingly managed to stay relevant for the entire duration of his career. Released last year, Gorillaz’s most recent album ‘Song Machine, Season One: Strange Timez’ illustrates Albarn’s ability to constantly adapt to the times, crafting an album that effortlessly blends elements of contemporary hip-hop, electropop, and indie rock.
Albarn has always been a trendsetter within British culture, and this collaboration offers merely another instance of his unparalleled innovative capabilities. In the coming weeks, playlists and interviews from each member of Gorillaz will appear on the Fred Perry website.
