Unlike scenes, fabrics have no codes or loyalties. That’s why a unique textile like towelling can define iconic looks that live in different cultural dimensions.
Back in the 40s, when Fred Perry co-created the first sweatbands with tennis in mind, no-one could have foretold their influence on 80s workout videos and heavy metal. But, in keeping with its evolution from the courts to the streets, it’s a more radical youth movement’s adoption of towelling that reflects the brand’s true subversive status. Rising up from New York’s subways in the late 70s before jumping the Atlantic, the London B-Boy and B-Girl scene found its spiritual home on the cobblestones of Covent Garden, just a stone’s throw from where the Seven Dials store sits today.