In the ever-evolving world fashion, Fred Perry has withstood the test of time. With its beginnings in sportswear in the 1940s, it soon crossed over to streetwear and subculture and haven't looked back. Much like Ralph Lauren in America, Fred Perry has become popular across many demographics over the years by its total immersion into the British music and street culture. Its emotional connection to music will allow them to continue to remain relevant to its consumer-base almost seamlessly. Anyways, I could ramble on the heritage of the company and why they're so cool but realistically its subdued style along with its sharp, clean look are what attract those who pick their brand over the numerous, visible names that are popular. Personally, I took to the brand a few after I grew tired of seeing Polo and Lacoste everywhere, upon learning their history over the years, seeing the culture the brand is associated with, and understanding what they represent, I may always choose them over the aforementioned brands. Check out this video of how they embroider that 60 years of heritage in 90 seconds.