Fred Perry logo

The brand founded by triple Wimbledon champion Fred Perry in 1952 and adopted by generations of British subcultures ever since. The Laurel Wreath is always worn as a badge of honour.

Fred Perry

The Journey.

We've worked with Fred Perry for almost two decades, liaising closely with their teams to translate strategy, branding, design and development.

We created and launched Subculture, the brands live music and online format, in 2005. This brought the relationship with music and street style to life and subsequently led the brand to place it at the core of all global communication.

The Fred Perry Playlist project and the All Our Tomorrows Festival have helped the brand connect with thousands of influential young creatives and their fans. Bringing a whole new global youth audience to interact with the brand.

We have always recognised the power of digital and physical marketing working in tandem and creating a brand experience. Each of the digital transformation projects was aimed at connecting with their customers at all global brand touch-points. They have been world leaders in many of these areas.

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In 2009 Fred Perry was the first fashion brand to adopt Magento e‑commerce. The open-source platform was chosen as it allowed for significant global growth while retaining tight control over the brand - something Fred Perry is passionate about.

The website has been continuously developed from a single desktop store to a mobile-first responsive multi-site installation. The site today is a complex piece of engineering, supporting multiple languages, currencies, warehouses and an abundance of 3rd party integrations.

We are the first point of contact for any web technical advisory. As Fred Perry is a brand‑led company, we tailor our consultancy appropriately to ensure these values are never compromised, but the solutions are still technically robust.

We work closely with the Directors and key team members to identify new technologies and communication channels to connect with their audience.

Fred Perry

"In 2000, de facto designed, developed and launched our first transactional website, one of the first. They continue to develop our global e‑commerce today”.

John Flynn
Chairman - Fred Perry

Fred Perry


With regular catch ups and working at a high level of business integration - our team are regarded as an extension of Fred Perry's internal teams. Including consultancy on all aspects of E‑Commerce, brand extension, global music integration and digital touch-points for their customers.

Technology allows for Slack instant messaging, voice and video calling; we are there to support and guide whatever the strategic challenge or goal may be.

The brand regularly describes us as 'family'. Working closely has allowed both sides to maximise the benefits of a long‑term strategy.

© 2019 De Facto Design Ltd.
Company Reg: 3256764