Sneak Peek at the New Fred Perry

Iconic tennis-inspired British brand Fred Perry opens its third store in the United States at 301 Newbury Street today (the other two outposts are in SoHo and Brooklyn). The 1,073-square-foot shop, formerly Karmaloop, will carry menswear, womenswear, shoes, and bags, plus polos for the wee ones. The fixtures were built by an artisan in upstate New York and the 3D paisley look of the walls near the entrance was achieved by painting over textured wallpaper.

Why Boston? “Fred Perry is British tailoring with an Americana vibe, which is New England in a nutshell,” manager Nick Webster says.

Here’s your first look at the boutique…

The front part of the store features polos, swimtrunks, and other menswear.

More photos below the jump…

Snapshots watch over the women’s clothing.

The store has the last items from the Amy Winehouse x Fred Perry collaboration — all proceeds go to the Amy Winehouse Foundation. (Couldn’t you see a Pink Lady in that retro top?)

Staffers plucked this chair from Eddie Louzada’s warehouse. Louzada is behind Sunshine Lucy’s and Eddie’s Furniture, both in Somerville. He also found a row of three molded fiberglass chairs from 1952 — the year Fred Perry started.

Hand-lettered tags are scattered throughout the store. Don’t mind if we do leaf through that Rolling Stones book.

The men’s and children’s polos come in the same styles and colors so dad and son (or daughter) can sport the same look.

(All photos by Courtney Hollands/Boston magazine)

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  • Bill Roberts

    As a gay man, I love Fred Perry and I’m so glad that BM did this article. Commuting between Boston and Princeton gives me a unique perspective on the travel worthiness of this clothing, particularly the comfort.

    • natty

      Love the wood and metal work i have seen the store in brooklyn as well the artist is from ny his other work is amazing but stays of the radar 607 382 2326 i commisioned work after seeing the brooklyn store amazing!!! cheers