Photograph of the ground floor of our new flagship store in Soho. A rail of garments and a barrel bag hang in front of a curved staircase with a human-height white tennis ball embedded into the curve of the staircase with Fred Perry's original signature signed in black on the front

OUR NEW LONDON FLAGSHIP

Fred Perry Soho – a bold new location in the heart of the city’s subcultural hub. Our brand belongs in and around Soho. From the mavericks and mods who wear our shirt to world famous jazz clubs and dive bars alike, to our former head office in Golden Square which we called home for decades: you’ve always been able to find the Laurel Wreath in this historic part of London.

Photograph of the front of the Soho store

We stake our claim to the streets of Soho with a new home on the corner of Lexington Street – a flagship location designed to marry a conceptual shopping experience with the legendary energy of the area and its significance to British music and art. Not just a shop: a meeting point for like-minded individuals and an event-ready space to celebrate all things Fred Perry as we gear up for our 75th anniversary in 2027.

a selection of photographs from within the store in Soho, Lexington Street, showing product rails, a Fred Perry Shirt wall and music decks

Come and pay us a visit – we’re open now.

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Photograph of five store staff outside the front of the store.