SINGAPORE – The Fred Perry Laurel Wreath Collection Shop has found a new home at Mandarin Gallery (#03-08) with a brand new retail experience to offer — one that marries music and youth culture. The store also boasts the Autumn/Winter 2013 Laurel Wreath collections, and two firsts to complement the season’s collection: Blank Canvas by Christopher Raeburn and Laurel Wreath’s Friends Of Fred project.
Understandably, marketing and public relations manager of Fred Perry Singapore, Cheryl Lee, is excited about the result. “The (store) is inspired by the notion of vinyl record shopping; senses heightened by visual art on vinyl covers and aural discoveries throughout the browsing experience,” said the 28-year-old. “To revisit this very shopping experience, the shop interior combines both visual and aural pleasures in a fashion retail space with 100 vinyls in 12-inch format, complete with a Marantz vinyl player for customers to use.
“Vinyl, like the Fred Perry brand, lives on today with contemporary relevance; it continues to inspire youth culture.”
Cheryl Lee’s favourite Fred Perry item — her Lyttleton Patent shoes. “It has an air cushion in the sole that provides all day comfort.” Photo: Huan Chong from Shady Republic
Q: Has music influenced the way you dress?
A: Yes, I think it influences everyone in some way even without them knowing. Every season at Fred Perry, we learn something more about the relationship between music and British youth culture, and how it continues to inspire fashion today. It’s the one thing I love about the brand. A lot of references come from subculture groups then, for example, the Rockers, the Mods, Soulboys, Suedeheads, punks, skinheads, etc. Just when you think you’ve seen it all, some designer or brand somewhere does a twist on it and it’s refreshing again.
Q: Who, in the music field, has influenced the bulk of your wardrobe?
A: Patti Smith, which I’ve translated into the oversized white shirt; and Kurt Cobain, for my boyfriend-borrowed wardrobe.
Q: How would you describe your style?
A: Minimalist pajama party with a dose of boyfriend-borrowed wardrobe and an occasional pop of colour. Basically, I like clothes that allow movement especially when at work.
Q: Has working in Fred Perry influenced the way you dress?
A: I’ve never been quite a girly-girl in the way I dress so I find what I need in the brand — a mix of tomboy silhouettes in the women’s range, and boyfriend-borrowed shirts with subtle, sharp and modernist details from the men’s range.
Q: Which item do you think completes the outfit?
A: The gingham shirt, a classic British print adopted by the Mods. It breaks my usual black-on-black ensemble and adds a little edge.