British
fashion
label Fred Perry joined forces with Central Saint Martins Foundation
Fashion and Textile Course and the Amy Winehouse Foundation last year to
offer 150 students the opportunity to participate in a subculture-themed
design project, which ran over the course of two weeks.
These students were given the chance to design their own ideal version of the
classic Fred Perry Polo and the Amy Winehouse Foundation Collection Bowling
Shirt, with three final designs being selected to become part of a capsule
collection of pieces designed in-house
However, in the end such powerful designs were produced that four winning
shirts were selected. The winning students were hand picked by John Flynn,
Director of Product, Charlie Middleton and Charlie Mellor, Chief Designer
from the Amy Winehouse Foundation, who based their selections on design
values and personalities reflective of Amy Winehouse and the
foundation.
The winning shirt designs were put into production and became part of the
eight-piece limited edition capsule collection currently on sale in 60 Fred
Perry stores around the global. Seven stores in London feature full window
displays showcasing the designs as well as a new short film promoting the
shirts. All proceeds from the two shirt designs will go to The Amy
Winehouse Foundation which supports a number of charities in the UK.
One of the winners, Esme Famewo, took her inspiration from the ‘Rude Boy’
subculture introduced into London by the Jamaican diaspora in 1960. Her
designs referenced to the rich forms of dressing immigrants from Eastern
India introduced into the UK. She experimented with recycled materials and
woven yarns with new proportions, reprocessed and printed to create unique
designs, with the Bowling Shirt and Fred Perry Polo featuring red and green
color motifs. Ella Marsh, from Leeds found inspiration for her designs from
her hometown, focusing on a small subculture known as ‘Dressers,’
influenced by the city’s football club.
Jung Ha Na, from South Korea, explored the famous ‘Punk’ scene for his
design influence which he first encountered whilst researching the late Amy
Winehouse. Mixing denim and tartan, both favorites of the punk scene, he
reworked these fabrics into rough stripes for the polo and shirt. Hinako
Nakazawa, from Japan drew his inspiration from the ‘Soul Boys,’ drawing and
painting small northern soul dance motifs before translating them onto a
stamp which was inserted on a panel of the polo and shirt.
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