British heritage brand Fred Perry has opened a new flagship store in Soho, London. The Lexington Street location opened on 20 March 2026. Global architecture studio Brinkworth led the design.
A Return to Soho
The opening brings Fred Perry back to a district closely tied to its identity. The brand operated nearby in Golden Square for decades. In addition, Soho has long shaped its cultural influence, from mods and Rudeboys to the wider music and nightlife scene.
In the 1960s, youth subcultures adopted Fred Perry’s twin-tipped shirts and pushed the brand beyond its tennis roots. As a result, the Laurel Wreath evolved into a symbol of British subculture.
More Than a Retail Space
Fred Perry positions the store as more than a place to shop. Instead, it acts as a meeting point and an event-ready venue. This direction supports the brand’s cultural focus as it approaches its 75th anniversary in 2027.
At the same time, the space balances local relevance with global appeal. It reflects Soho’s energy while speaking to an international audience. Consequently, the design avoids nostalgia and focuses on a forward-looking view of British style.
Design Inspired by Music
Brinkworth shaped the concept around sound. The “BIG Sound” approach treats audio as a core design feature rather than an addition. For example, the team designed fixtures to echo classic speaker cabinets. They also partnered with Friendly Pressure to create bespoke sound systems for the space.
Soho References and Cultural Touchpoints
The design draws directly from Soho’s music heritage. The 100 Club on Oxford Street acts as a key reference. The store reflects the venue’s red interiors and incorporates archival photography in areas such as the fitting rooms and checkout.
Katie Pengilly, Associate Director at Brinkworth, said the team used music as a guiding principle throughout the design process. Meanwhile, Fred Perry Managing Director Richard Gilmore described the store as a balance between heritage and modern relevance.
Fred Perry’s Lexington Street flagship is now open.
fredperry.com