Uniformity Reimagined: Craig Green Reinvents Fred Perry’s Classic Polo

Two British icons collide in Fred Perry’s latest collaboration. Teaming up with renowned menswear designer Craig Green, known for his forward-thinking approach to the workwear uniform, the British sportswear brand’s signature polo is reinvented with bold structural details, functional versatility, and a renewed sense of purpose. First unveiled at Craig Green’s S/S 25 show in June, the collection brings a fresh functionality to Fred Perry’s classic silhouette with four distinct styles.

Through experimentation with layering and structure, the collaboration spotlights Craig Green's distinctive design philosophy. Among them, two reversible shirts showcase doubled fabrics, with contrasting faces that create a transformative, dual-layered effect. Additionally, two quilted designs—stitched with Green’s recognisable vertical channels through Fred Perry’s signature piqué—bring textural depth and artisanal craftsmanship to the collection.

For decades, the Fred Perry shirt has been adopted by diverse communities as a unifying emblem of expression—‘the uniform of the non-uniform’. Its iconic silhouette has served as a canvas for style and subculture, symbolising a shared spirit of individuality within a collective. Craig Green’s unique exploration of communal and utilitarian dressing makes him the ideal partner to evolve this cultural staple, building on Fred Perry’s heritage while crafting a ‘creative uniform’ for modern life—garments made for doing.

The campaign for the collaboration, shot by Amy Gwatkin, delivers a bold and captivating visual narrative, with set design by David Curtis-Ring, a longtime collaborator of Craig Green. The imagery presents meticulously crafted apparatuses that fuse mechanical, industrial aesthetics with nods to sport and labor, creating a dynamic tension between form and function. This thoughtful composition reflects the core ethos of both Green and Fred Perry—melding utility and discipline.

As a designer whose work explores themes of protection, uniformity, and cultural identity, Green feels like a natural fit for a brand like Fred Perry. With Fred Perry’s roots steeped in British sportswear and subculture, and Craig Green’s consistent exploration of British masculinity, the collision of both brands adds a deeply introspective layer to the iconic Fred Perry shirt.

This partnership not only pays homage to traditional British style but also redefines it, merging classic motifs with Green’s conceptual approach to functionality and emotional resonance. Together, they craft a fresh, wearable narrative that speaks to both heritage and the evolving nature of self-expression.

Discover the Fred Perry x Craig Green collaboration here.