Fred Perry Newbury St Store Will Be New Amy Winehouse Hub

Amy Winehouse was in her third season design with London-based Fred Perry before her death.

Amy Winehouse Fred Perry ScarfFred Perry Newbury St Store will be the new Amy Winehouse hub place to buy Amy’s signature clothing collection.

A fashion collection that reflects Amy Winehouse’s love of 1950s Americana, the line features a print dotted with Cadillacs, juke boxes and cats-eye sunglasses in pink, blue and black.

Fred Perry Amy Winehouse Spring Collection
Fred Perry’s new 301 Newbury St store in Boston will feature an 80-to-20 percent mix of men’s and women’s clothing.

Fred Perry will set up shop, bring preppy up to date by Boston Herald.

A fashion retailer with a modern, British spin on classic preppy looks will open its third U.S. location this spring in Boston.

London-based Fred Perry is shooting for an April debut of its 301 Newbury St. store, which will feature an 80-to-20 percent mix of men’s and women’s clothing.

Fred Perry is a heritage brand from the 1950s, and Boston is a “cool, classic town,” said John Young, who runs Fred Perry’s U.S. business, which includes two New York stores.

“We’re the original vintage guy who wore the collar down and sometimes buttoned to the top,” he said. “The true, core customer is a little bit on the younger, hip side who’s also very into the whole music scene.”

Co-founded in 1952 by late English Grand Slam winner Frederick Perry, the company started out selling sportswear and claimed the sweatband as its first product. That was followed by its signature polo shirt with embroidered laurel leaf logo that now accounts for 20 percent of U.S. sales.

“There’s a certain humor to the brand that I think Bostonians will identify with,” said Joseph Gordon Cleveland, producer of the “styleboston” TV show.

“It appeals to a younger audience, but the vast majority of Newbury Street seems to have moved in that direction. I think it will be easy for them to catch on.”

Fred Perry currently sells locally at Neiman Marcus and Newbury Comics. But its Newbury Street store will be the only Hub place to buy its spring capsule collection by Amy Winehouse.

The late British chanteuse was in her third season designing for the company when she died last summer.

Reflecting Winehouse’s love of 1950s Americana, the line features a print dotted with Cadillacs, juke boxes and cats-eye sunglasses in pink, pale blue and black.

“We made the decision with her family to keep it alive,” Young said, adding sales will be donated to the Amy Winehouse Foundation.

Fred Perry’s Newbury St Store will be the new Amy Winehouse hub for her iconic fashion designs with proceeds from sales going to the Amy Winehouse Foundation. A charitable foundation setup by Mitch and Janis Winehouse in honour of their daughter Amy Winehouse.

You can shop for Fred Perry’s fashion through Amazon.com below. Use the left and right arrows to the right to rotate the images. Click on the image for the selected product details and to buy securely through Amazon.com.

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