We are all familiar with the iconic Fred Perry Polo Shirt, and I for one have owned many in a variety of colors from back in the day too. The Polo was launched back in the 50s and made a guest appearance at Wimbledon in 1952 and was immediately a huge hit both on and off court.
Fred himself was three times Wimbledon champion and won many other competitions, which of course helped thrust the polo-shirt even more into the spotlight. Plus he lived a glamorous celebrity lifestyle and once dated the film icon Marlene Dietrich. So his status was perfect for the brand and the rest is history, but let us not forget that “fashion on Tennis courts” back then was know way near the levels it is at today.
Fashion Brands and “Unwanted attention”
The Polo Shirt has been donned by many different genres, in the past even up to present day, with the music industry really holding the trophy. Both music lovers and artists from the Mod, Ska and even the Indie eras loved the Fred Perry polo-shirt and it became a symbol of many subcultures. NOW the attention has reached a level that has “flipped-the-script” and possibly caused a game-set-and match {excuse the pun} even a new precedent which could go either way really. Fred Perry have shut down the sale of one {black color with yellow laurel wreath} Polo-Shirt because it is associated with a neo-fascist group — the Proud Boys in North America https://www.fredperry.com/us/fred-perry-black-yellow-yellow?utm_medium=organic_social&utm_source=tw&utm_campaign=bs__tw_proud-boys-statement&utm_content=brand who are no way representing the core values or image related with the brand, and the statement echoes this.
Historically fashion brands have had “unwanted attention” from the days of the skinheads in the 70s, and as far as going overseas Europe far-right groups in Germany donned Lonsdale a British brand. A surge came from the football hooligans, who have worn many a brands logos: just to name a few the likes of Burberry scarves, caps and jackets, the Stone Island jumpers and Ralph Lauren too proved extremely popular. Let’s not forget that Tommy Hilfiger in the 90s had the strongest game in the must-have-fashion garment trends, and was frequently worn by street gangs in the USA. Not quite sure if that impacted the brand to almost flatline and lose position and ranking with its rivals! But they are back recently with top celebrity collaborations just to name drop a few Lewis Hamilton uk.tommy.com/tommy-x-lewis and super model Gigi Hadid uk.tommy.com/tommy-x-gigi
Even though it can be argued that fashion brands do not care about unwanted attention, and being appropriated leaves no where to run or catwalk, and basically says you can’t do anything about it other than hope people quickly and quietly forget about it. I have to laugh because social media has given the platform and voices for many to express how they feel about racism globally, therefore brands who say and do nothing are self inflicting damage upon themselves which could be irreparable in the future.
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Fashion Brands Behaviour 