This coming season sees the arrival of the first collaboration between Fred Perry and Swear. Fred Perry is perhaps the quintessential English youth label, the laurel wreath may have developed into one of the best known and instantly recognisable logos in the fashion world, the pique polo shirts may have been worn by your father and grandfather since its launch in 1952 but what makes Fred Perry an unstoppable brand, 50 years on, is its unavoidable connection to many a subculture, from the birth of the teenager to the youth of today, through music.

Fred Perry and Swear Shoes Collaboration — British aesthetics and independent credibility have forged a brand which almost immediately linked it with some of the most discerning individuals in subcultures of the so called new wave of rock, but also noise, math-rock and emo kids. The signature ‘James Dean’ pointy-toe shoe went on to be the iconic shoe, the ‘fashion item’ of choice for this new breed of idiosyncratic, alternative-music enthusiast and fashion forward individual. This is the essence of the collaboration Fred Perry by S***R, driven by heritage, blending historical foundations with UK street culture.

This is another collaboration worth a serious butchers!