Following the success of their previous collaboration, Fred Perry join forces with London-based menswear label Casely Hayford to release a collection of known Fred Perry classics with a vibrant abstract twist and focus on British tailoring. To launch the collaboration, HIP were invited to shoot and style the global campaign for this collection.

Both Fred Perry and Casely-Hayford are brands built on storytelling. For their second collaboration together, the aim was to celebrate stories that are already there and stories that have already been told, but in a new modern way. Speaking on the collection, tailoring master Charlie Casely-Hayford himself explained “I am creating something new from something old, celebrating cherished garments that are passed down and their cultural relevance through the generations. Growing up, I remember being submerged in a mix of cultures on Ridley Road, East London – clashing prints and colours and vibrancy of life on the market, juxtaposed with harder pieces like the bomber jacket”.

A true sense of modernity can be felt in the relaxed shapes and subtle details that all add to the story of the collection, whilst other iconic styles are reinterpreted through Charlie’s keen eye for a bold pop and print. Built on a simple yet modern palette, key pieces in the collection that display this include the Digi Printed Shirt, Funnel Neck Jacket and Cable Knit Cardigan.

The Fred Perry x Casely Hayford SS21 Collection is online now.