Brief: Create a campaign on something you are passionate about or interested in, include one event.
Concept: Reclaiming the Fred Perry shirt as a representation of unity and individuality through being different. Stories told by those who wear their subculture on their sleeve
Visual Concept: I chose yellow and black as the main colours for this campaign to make a statement. This is the colour palette of the Fred Perry polo that the Far right group the 'proud boys' have adopted as their uniform, bringing negative connotations to the brand.
I have applied a stitching texture to the font to represent the Fred Perry polo as-well as the iconic lines used on the polo collar. The stitching also creates a kind of permanency.
I have applied a stitching texture to the font to represent the Fred Perry polo as-well as the iconic lines used on the polo collar. The stitching also creates a kind of permanency.
Thought Process: Fred Perry has always been a source of inspiration for me and I have been accused of wearing a racist uniform (despite myself being black), this is because of the mis education and lack of research into the origin of the subculture group 'Skinheads'.
This is a common theme across many subcultures which mostly start as a safe space and community of people with shared interests and are often shown in a negative light through the media.
This campaign aims to educate people through plain text on the streets as well as offering people to share their own stories and recreate that safe space and hopefully remove negative connotations with their subculture.
Colours: I chose yellow and black as the main colours for this campaign to make a statement. This is the colour palette of the Fred Perry polo that the Far right group the 'proud boys' have adopted as their uniform, bringing negative connataitons to the brand.
Visual Language: I have applied a stiching texture to the font to represent the Fred Perry polo as-well as the iconic lines used on the polo collar. The stitching also creates a kind of permanency.
In the future this exhibition could be applied to other subcultures.
