Newly opened British streetwear brand Fred Perry in Pavilion Bukit Jalil.
BRITISH streetwear brand Fred Perry, in its 11th year in Malaysia, has opened its sixth store at the southern corridor of Pavilion Bukit Jalil.
The 130sq m shop is the first to showcase a double glass door entrance, an LED screen and its signature Laurel Wreath in neon at the windows; similar to Fred Perry shops globally.
The walls are covered with classic photos of the late tennis champ himself, including posters of models in the iconic Fred Perry shirt, all of which are QR code-scannable and lead to a playlist.
Each collection is positioned in a way that takes a shopper on a journey, moving from collection to collection; from the classy Fred Perry shirt dress in the women’s section to the preppy Sharp & Reissues collection and the Fred Perry shirt wall, sports and another first – the Barrel Bag wall.
In conjunction with the grand opening, Fred Perry also launched The Original Twin Tipped Fred Perry shirt, the M12 City Shirts in four new colourways.
These comprise Manchester Blue, Toronto Green, Riyadh Gold and Kuala Lumpur Neon (reflecting the neon lights of Petaling Street where the Fred Perry Embassy store was once located).
Black base, with bright yellow and Kuala Lumpur Neon tipping in its classic 5-4-4 ratio; all made in England.
This is the first time in the history of Fred Perry where Kuala Lumpur is named as a colourway.
The grand opening kicked off with an in-store performance by soul artiste Dani Komari and her band.
The soul singer wowed the audience with her voice that is wildly reminiscent of the late Amy Winehouse, a long-time collaborator of Fred Perry.
After the performance, the audience of fans and attendees were given a tour of the shop while enjoying artisanal popcorn by Des Puffmeister as well as Vietnamese coffee by Kee Nguyen Coffee served in traditional liquor-style bottles.
Guests who were a little more adventurous were invited to get complimentary Amy Winehouse “hearts” tattoos by Electric Dreams Tattoo Collective.
“This shop is a lot brighter compared with other outlets which are rustic.
“We have our global ambassadors on posters on the wall and will expand to include local ambassadors too.
“We are the first few fashion brands to open in Pavilion Bukit Jalil,” said Global Atelier Sdn Bhd marketing and PR representative Darren Teh.
With British fashion and music at its core, local arts practitioners have long gravitated towards the brand.
The brand in Malaysia has always had its feet in music and in conjunction with the opening of the new store, the month of May has been declared as “Fred Perry Shirt Month”.
For the first time ever, 15 brand ambassadors have been selected to showcase their stories through stills and moving pictures.
The ambassadors range from musicians, tattoo artists and barbers to mixologists and photographers.
