Fred Perry has opened a new flagship store in London’s Soho, marking what the brand describes as a homecoming to one of the districts most closely tied to its history and cultural identity.
Located on the corner of Lexington Street, the new space opened on 20 March 2026 and has been designed by long-time collaborator Brinkworth. The store is intended to blend retail with cultural storytelling, drawing heavily on Soho’s music heritage and the subcultural movements that have shaped Fred Perry’s identity over the decades.
The brand said the new flagship has been created as more than just a shop, positioning it as a gathering space for its community and an events-ready venue as it builds towards its 75th anniversary in 2027.
Fred Perry’s links to Soho run deep. The brand has long been associated with the area’s music venues, nightlife and youth movements, as well as its former head office in Golden Square. That history is woven throughout the new space, which takes cues from the energy of the neighbourhood without leaning too heavily on nostalgia.
Brinkworth developed what it calls a ‘BIG Sound’ concept for the project, using music as a central architectural influence. Fixtures have been designed to echo classic speaker cabinets, while bespoke audio equipment from Friendly Pressure has been installed to help shape the mood of the space and support future events.
References to Soho’s music legacy continue throughout the store. One of the clearest nods is to the 100 Club on Oxford Street, a long-standing partner of the brand, whose signature red tones and archive photography have inspired elements of the fitting rooms and cash desk area.
The interior palette combines rich reds, timber panelling and black wrinkle paint, while a first-floor archive wall has been designed to showcase digital content, static graphics, lightboxes and archival product. Elsewhere, a dedicated shirt wall places Fred Perry’s iconic twin-tipped shirts front and centre, positioning them as symbols of youth culture rather than simply sportswear.
Brinkworth also retained and reworked elements of the existing building, using the original shell as a base for the new design. The approach mirrors Fred Perry’s own long-standing relationship with subcultures, where classic pieces are continually reinterpreted and adopted by new generations.
Among the more striking features are large-scale neon interpretations of the Laurel Wreath emblem, including a giant white motif in the Lexington Street window and an infinity ceiling mirror above the staircase that casts a blue glow through the space.
A sculptural oversized tennis ball has also been installed on the ground floor, visible from the street. Rendered in natural white, it references the era before tennis balls were switched to yellow for television audiences, and acts as a visual reminder of the tension between the sport’s traditional roots and the rebellious youth culture that helped redefine the Fred Perry brand.
Fred Perry managing director Richard Gilmore said: “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.”
Brinkworth associate director Katie Pengilly added: “If music is the vehicle for culture, then here, we want it to guide us architecturally. Not in pastiche but inherently, subtly, beautifully.”
Design director Sonny Cant said the new flagship balances the brand’s legacy with a forward-looking mindset. “The Soho flagship store speaks to the brand’s rich heritage in Soho and music culture, but balances nostalgia with the mod mindset of looking forward,” he said.
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