Fred Perry Opens Soho Flagship Inspired By Music Culture
Fred Perry has opened a new Soho flagship on Lexington Street, with a design shaped by music culture and the district’s longstanding influence on youth subcultures.
Fred Perry has opened a new flagship store in Soho, returning to a district closely tied to the brand’s cultural history. Located on Lexington Street, the opening forms part of its continued investment in physical retail.
The space has been conceived to reflect Soho’s longstanding association with music and youth culture, positioning the store as both a retail environment and a setting for events and community activity. The brand also references its former head office in Golden Square as part of its connection to the area.
The design concept centres on the idea of ‘BIG Sound’, using music as a guiding principle for the architecture and interior detailing. Developed collaboratively with Brinkworth, elements throughout the store draw on vinyl culture and sound system aesthetics, with fixtures referencing speaker cabinets. Bespoke audio equipment has been provided by Friendly Pressure to support the store’s role as an event-ready space.
“If music is the vehicle for culture, then here, we want it to guide us architecturally. Not in pastiche but inherently, subtly, beautifully.”
Katie Pengilly, Associate Director, Brinkworth
The store also incorporates references to the nearby 100 Club, a long-time partner of the brand. Design features inspired by the venue include its distinctive red interiors and archival photography, integrated into areas such as fitting rooms and the cash desk. These elements are intended to create continuity between the store and Soho’s live music heritage.
Fred Perry states that the new location has been designed to engage a broad range of subcultures historically associated with the brand, including mods, Rudeboys and Northern Soul communities. The approach combines these references with a contemporary design language intended to avoid overt nostalgia.
“For our Soho homecoming, we wanted to reference our history in the district and our subcultural heritage in a way that feels modern and relevant. We chose to work with Brinkworth as they ‘get’ our vision and can innovate and surprise while maintaining the continuity of our design language. Our Lexington Street shop is deeply rooted in place while also speaking to Fred Perry’s global fanbase in a way that they recognise and love.”
Richard Gilmore, Managing Director, Fred Perry
The opening forms part of the brand’s lead-up to its 75th anniversary in 2027 and reinforces its ongoing investment in retail as a platform for cultural engagement.
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