The Proud Boys are American far-right tattooed neo-fascists, frequently identified by their love of Fred Perry polos, “Make America Great Again” hats, and ‘unapologetic Western chauvinism’
Fred Perry‘s classic laurel wreath polo shirt is instantly recognizable—a staple of men’s wardrobes since the brand debuted in 1952. Though Fred Perry attire was regularly sported by the likes of JFK, the brand also has a history of being hi-jacked by darker forces, particularly a sect of skinheads who aligned themselves with far-right extremist group the British National Front in the 1970s.
Since then, Fred Perry has worked hard to escape this negative connection by recruiting global brand ambassadors, such as tennis star Andy Murray and the late great singer Amy Winehouse. In the era of Trump, a bolstered far-right movement, a new chauvinistic group called the Proud Boys—a fraternity of white guys whose mantra includes violence against peaceful protestors—has adopted the Fred Perry polo (in black) as a part of its unofficial uniform, much to the chagrin of Fred Perry.
In a statement, Fred Perry chairman John Flynn said: “Frankly I could send you a press release, but no need. A little investigation into Fred the man and Fred Perry the company would reveal a lot”.
“Fred was born the son of a socialist MP [and] became world tennis champion at the time when tennis was an elitist sport. He started a business with a Jewish businessman from eastern Europe. The brand was adopted by the mod movement and systematically has been associated with a diverse group of subcultures from reggae to punk to Brit pop. So, the Proud Boys are counter to our beliefs and the people we work with.”
It is a shame that the Proud Boys, who claim to be accepting of black and gay people, but whose very existence is based on violence and pride in white males’ contribution to Western society, would try to steal something as cool, classic and timeless as a Fred Perry polo.
Earlier this year, neo-Nazis tried to co-opt New Balance sneakers after the brand’s soft endorsement of President Trump. Thankfully, it didn’t stick. So when it comes to Fred Perry polos, let’s not allow the Proud Boys to take ownership.
If you’re a decent, non-racist, non-chauvinist guy, wear your Fred Perry polo with pride.
