Fred Perry re-opened their store in Berlin and we’ve been there to cover it for you. Located at the Neue Schönhauser Strasse, right in the heart of Mitte (the most in-fashion part of the German capital), the now refurbished store invited ‘friends of the brand, brand ambassadors and loyal customers’ to celebrate its reopening on the 25th of February, with music and drinks, offering us the chance to sneak a peek of the updated collections of the iconic British brand.
From what we’ve been told, regarding the renovation: ‘The local evolution of Mitte, the original heart and soul of the shop, the city, and its people and, of course, Fred Perry’s own brand heritage all influence the new look of the shop. Original elements of the building such as the original peeled paintwork in faded greens and reds remain a constant from when Fred Perry first moved into the shop but have now been juxtaposed with clean mid-century modern furniture and a Vitsoe wall system designed by Dieter Rams. A restored vintage Wurlitzer jukebox containing hand-selected 7” 45 rpm records invites customers to create their own soundtrack while they shop. Local customers will be invited to choose new singles for the jukebox occasionally through the Fred Perry Berlin Instagram account.’
Pretty cool, isn’t it? We have to admit that we fell in love with that jukebox.
As for the products that can be found there: The product available reflects the eclectic, yet considered the feeling of the Mitte district, the area which has been home to the Fred Perry Berlin shop for over ten years. At the heart of the shop is, of course, the M12 Made In England Shirt and Reissues collection. The styles that have been at the heart of British youth subcultures for over 60s years and are instantly recognizable as Fred Perry. The further collections on offer can all trace their lineage back to these icons, but each with their own identifiable spin.
From Bradley Wiggins to Bella Freud, The Amy Winehouse Foundation collection to Nigel Cabourn, styles are referenced and re-interpreted. The shop opens its doors with the latest Fred Perry x Raf Simons collaboration, the brand’s thirteenth with the European modernist designer, presented in a bespoke window display which references the modern European industrial design to echo the bold statement of the collection. A considered edit of the brand’s Authentic collection will be available for the first time in the shop alongside the Laurel Wreath collection.
What can we say? The atmosphere was amazing and it was a lovely perk of our job to actually stroll around, look and touch the latest Fred Perry collections.
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All photos are by Marie Weikopf. You can find Marie’s work here