Fred Perry presents artist-designed shirts at Dover Street Market, London

London's Dover Street Market
Fred Perry is marking its 60th anniversary with a special exhibition of customised shirts at London's Dover Street Market
(Image credit: press)

To celebrate reaching the grand age of 60, Fred Perry has teamed up with Dover Street Market to present a special collection of one-off shirts. The British brand charged sixty of its most valued patrons and cohorts with reimagining the original 1952 Fred Perry shirt. The result? A collection that is as eclectic as its creative collaborators, which include photographic power duo Inez and Vinoodh, painter Horace Panter, graphic designer Neville Brody and local fashion label Sibling.

The first 25 customisations are currently on display in an installation specially conceived by set designer Andy Hillman. London is the first leg of the collection's international tour, which will see it pitch up at Dover Street Market's outpost in Tokyo and the IT Beijing Market, before being auctioned off to raise money for the Amy Winehouse Foundation. In addition to the bespoke polos, British designers Simone Rocha, Giles, Christopher Raeburn and JW Anderson all had their hand in a limited edition run of shirts that will be available for purchase in store.

The anniversary exhibition at London's Dover Street Market coincided with the unveiling of the store’s 18th Tachiagari, the biannual metamorphosis of its interior that heralds each new fashion season. Saint Laurent - which picked up 'Best Rebranding' in this year's Wallpaper* Design Awards - introduced its new retail concept, designed by Hedi Slimane, to the UK for the first time. Meanwhile, Rocha contributed to the ever-extraordinary rotation of window installations, at the same time as unveiling of her first ever shop. Finally, Rei Kawabuko once again excercised her creative prowess on a re-design of the Third Floor.

We popped down to DSM to check out the newly revamped space ...

Sixty of the brand's most loyal followers

(Image credit: press)

Customise a reproduction of the original 1952 Fred Perry polo

Sixty of the brand's most loyal followers - from authors to musicians and artists - were invited to customise a reproduction of the original 1952 Fred Perry polo

(Image credit: press)

British set designer Andy Hillman conceived the installation space

British set conceived the installation space

(Image credit: Andy Hillman)

Shirt by Raf Simons

Shirt

(Image credit: Raf Simons)

Shirt by Neville Brody

Shirt

(Image credit: Neville Brody)

Christopher Raeburn took an unusual approach to the brief, opting to completely refashion the shirt into a rabbit

Christopher Raeburn took an unusual approach to the brief, opting to completely refashion the shirt into a rabbit

(Image credit: Christopher Raeburn)

Shirt by Christopher Raeburn

Shirt

(Image credit: Christopher Raeburn)

Shirt by Pierre Debuscherre

Shirt

(Image credit: Pierre Debuscherre)

Shirt-turned-dress by Sister by Sibling

Shirt-turned-dress by Sister by Sibling

(Image credit: press)

Shirt-turned-dress by Bora Aksu

Shirt-turned-dress

(Image credit: Bora Aksu)

Shirt by Asylum

Shirt by Asylum

(Image credit: press)

Shirt by Geoff McFetridge

Shirt

(Image credit: Geoff McFetridge)

Shirt by Hiroko Taka Hashi

Shirt

(Image credit: Hiroko Taka Hashi)

Shirt by Inez and Vinoodh

Shirt by Inez and Vinoodh

(Image credit: press)

Shirt by Inez and Vinoodh (detail)

Shirt by Inez and Vinoodh (detail)

(Image credit: press)

Shirt by Michael Lau

Shirt

(Image credit: Michael Lau)

Shirt by Peter Jensen

Shirt

(Image credit: Peter Jensen)

Shirt by David David

Shirt by David David

(Image credit: press)

Shirt by Walter van Beirendonck

Shirt

(Image credit: Walter van Beirendonck)

Shirt by Horace Panter

Shirt by Horace Panter

(Image credit: press)

ADDRESS

17-18 Dover St
London W1S 4LT

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