From the Wimbledon champion who founded it to the Mods and punks who embraced it, Fred Perry clothing has found its way into the wardrobes of dozens of subcultures. While the brand is proud that its laurel insignia has become associated with tribes and rebels, there is one group that it is keen to discourage. Black and yellow striped polo shirts have become the unofficial uniform of the Proud Boys, the “western chauvinist” far-right group “for men who refuse to apologise for creating the modern world”. Last week, as the Proud Boys took a break from their clashes with anti-fascist protesters in Portland, Oregon, their ranks were a sea of black shirts with laurel logos. The fraternity, which has risen in prominence since President Trump
Fred Perry is seeking to distance itself from US far-right group the Proud Boys, whose founder Gavin McInnes called on members to wear Fred Perry shirts because he was inspired by the Mods in Last week. The group's use of the brand was condemned by Fred Perry chairman John Flynn who said the group's beliefs are in conflict with those of the brand. However, some brand experts suggested Fred Perry should strongly push its brand values and sponsor inclusive organisations to counter the link.