“It’s always inspiring to go through the company’s archives, as the early pieces in the Fred Perry archive embody the spirit and essence of the brand.” It’s hard to define the term essence and spirit. Especially when spirits of the two brands are so iconic. And then the question of what iconic even means today follows. Margaret answers that it is “to do with the values remaining constant.”
Values, be they moral, social, cultural, emotional, personal worldly - they are what come to define a brand, as well as a designer. Values are a part of each person, defining their actions and motives. They are everlasting, something by which we live and continue to exist, even when we are gone. This is the essence, the spirit!