FRED PERRY - 2012-2014

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Fred Perry celebrated its 60th anniversary with the help of 60 of the world’s creative talents – artists, designers, musicians and athletes; MAYHEM was one of the few across Asia that was invited to put our own spin on the classic Fred Perry polo-tee.

Fred Perry Button Royale : Buttons are often overlooked and used merely as a functional accessory in clothing. However, they can be so much more than a fastener that affixes two pieces of fabric together. We took turns to individually hand-sew a spectrum of coloured buttons representing the much sought-after diverse range of Fred Perry apparels throughout the years; representing a timeless influence on style and cultures across the world.

We also added in a little surprise for all at Fred Perry UK. Look closely and you’ll see the number 60 hidden amongst this myriad of buttons – a fitting tribute to the heritage and legacy of Frederick John ‘Fred’ Perry.

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All 60 customised pieces of the Fred Perry polo-tee were collected and taken around the world to be exhibited in Dover Street Market outlets in London, Tokyo and Beijing.
Each of the 60 polo-tees were then auctioned off online with all proceeds going to the Amy Winehouse Foundation that works to prevent the effects of drug and alcohol misuse on the younger generation.
MAYHEM’s Fred Perry Button Royale was amongst the top 3 highest auctioned polo-tees, going for ₤206 and contributing to raising over ₤10,000 in total for the Amy Winehouse Foundation.

 

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VISUAL MERCHANDISING

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Attention-grabbing window displays are essential in drawing customers into a store. It’s called “window shopping” for a reason, after all!
MAYHEM worked closely with Fred Perry on these window displays seen throughout 2012 and 2013 for their outlets in KLCC and Pavilion, Malaysia.

 

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MAYHEM and LIVESCAPE were collaborating to develop the first few Fred Perry SUBCULTURE / SUB-SONIC Nights in KL from 2011 till 2013.
Below are some of our favourite moments from #1- Wanaka, #2 – Pensonic Rooftop, #3 – Fred Perry 60th Anniversary Party, #4 – Beautiful Machines.

 

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