APRIL 2019

Generation
Reinterpretation

Words - Sam Lambert & Shaka Maidoh

It’s important to us that whatever we do, there is a music element to it. It’s like creating a soundtrack for a movie - without the soundtrack you can’t really get the feeling of what you want to express. Music is a big drive for our creative process.

We’ve always been fascinated by record sleeves and how much creativity each artist puts into them. Most of the time, that was reason enough to buy a record. Rocksteady, reggae and ska... always brightens our ideas and make us feel alive.

When it came to designing this collection with Fred Perry, we thought we would soundtrack what we are familiar with when we wear Fred Perry or when I see people wearing it - it was simply Rudeboy music.

We thought we would re-interpret the colours of the record sleeves through the Fred Perry shirt, adding some key details inspired by the artwork of the records.

Being our first colourful collection, this made us feel like we were there when our heroes were creating those records, imagining us being in the studio with the likes of Lee Scratch Perry, Big Youth, Gregory Issacs...

The Art Comes First collaboration is now available to shop here and at selected Fred Perry stores.

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