A Party in Tokyo

SHOPS

November 2023
Shop photos by Shinjiro Yamada
Party photos by Hayata Matsuzawa

We celebrate our refreshed Tokyo flagship store with a party.

The Fred Perry flagship store in Tokyo is in the heart of the vibrant Harajuku district, and last week, we threw a party to celebrate its’ re-opening after a bit of a refresh. There were over 500 guests in attendance – a mix of loyal customers and ambassadors as well as our team from Tokyo, London, and even as far as Australia all enjoying music, and toasties!

Originally opening in 2016, the store immediately became a hub for the local community and fans of the brand to visit, explore the collections and discover more about the brand.

Inspired by factory buildings constructed during the Industrial Revolution, the building was designed by Shin Ohori, of General Design with a sensitivity to the architecture and designed to accommodate the staggered floors of Fred Perry’s retail space.

It all starts with the Fred Perry Shirt, and this store proudly boasts the world’s largest Fred Perry Shirt wall. This shirt wall is lined with all the latest colours available.

It’s common to stick sliced bricks onto the wall in Japan, however, in pursuit of authenticity, the store is made of about 45,000 British style bricks. A modern, dark chocolate colour was adopted in keeping with the local Jingumae streets, made especially for the shop by a potter based in Anjo, Aichi who has over 100 years’ experience.

Large skylights are in-keeping with the gallery-like aesthetic, and in response to the way the store has been enjoyed by customers over the last seven years, it has been reimagined once more with a dedicated exhibition space, displaying photography, archive pieces, as well as exciting new collaborations. A selection of polo shirts from the archive are on display including pieces from collaborations such as Raf Simons, Junya Watanabe, Comme des Garcons, Art Comes First, The Specials and a signed Paul Weller polo shirt. Black painted steel is also inspired by the factory building in the past.

Our Embassy shop in Tokyo is a hub for the local community to come and experience the brand, and collections in a way that celebrates the niche, subcultural interests that bring us together. It’s the best expression of the ambition we have for our brand, one that acts as a North Star for our future embassies.