2D from Gorillaz
For 2021 British fashion house Fred Perry has enlisted musical trailblazers, British band Gorillaz, the most successful virtual band in the world – selling 24 million albums globally. Created by musician Damon Albarn (of Britpop band Blur fame) and comic artist Jamie Hewlett, the biggest virtual band in the world, frontman 2D, guitarist Noodle, drummer Russel Hobbs and bassist Murdoc Niccals, released their acclaimed eponymous debut album in 2001 and have been cutting a dash for two glorious decades, a juicy mix of hip hop and electronic music. (Makers of hits like ‘Clint Eastwood’ and ‘Feel Good Inc’, The BRIT and Grammy Award-winning band’s subsequent albums are Demon Days (2005), Plastic Beach (2010), The Fall (2011), Humanz (2017), The Now Now (2018) and their latest, Song Machine: Season One – Strange Timez (2020).)
The perfect artists to represent the Fred Perry Shirt, Gorillaz share a sense of independent thought and spirit with the British brand, and a need to do things differently.
Noodle from Gorillaz
Designed by triple Wimbledon champion Fred Perry in the 1950s and adopted by generations of subcultures ever since, the Original M12 Twin Tipped Fred Perry Shirt and Original M3 One-Colour Fred Perry Shirt haven’t changed since they were first designed over 60 years ago. They’re still made on traditional machines in Leicester, England and finished by hand. A true piece of subcultural uniform, taking the brand from sportswear to streetwear. It’s the shirt you can recognize from across a room, across a dance floor, across a football stadium by the Laurel Wreath proudly embroidered on its chest.
Russel from Gorillaz
“My first Fred Perry shirt wasn’t actually mine, it belonged to Arthur Ashe,” says Gorillaz drummer Russel Hobbs. “Like a cross between Barack Obama and Denzel Washington…he was an artist… he had style, he had an afro, he wore a pair of tiny shorts - and, of course, the classic Fred Perry tennis shirt. He even made a record called “How To Play Tennis”, I have that record. I still can’t play tennis. Love that shirt tho, it’s my favourite thing. Forty-Love to y’all…”
Murdoc Niccals from Gorillaz
For 2021, the campaign features Gorillaz lead vocalist and keyboard player 2D in the M3 One-Colour Fred Perry Shirt in all-white. Bass player Murdoc Niccals wears the M12 Twin Tipped Fred Perry Shirt in Tartan Green/Ice/Red. Guitarist Noodle wears the M12 in Brighton/Ice/French Navy, and drummer Russel Hobbs dons the M12 in Maroon/White/Ice.
Fred Perry's Gorillaz lineup
As we continue to exist in this virtual world, so too do the travelling bandmates of Gorillaz. You can check out interviews and playlists with each bandmate on fredperry.com/subculture
The M3 and M12 Fred Perry Shirts are available globally, online and in Fred Perry Shops.
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It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.
A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.
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