Rudeboy - Fred Perry x Art Comes First

Tradition, inheritance, nothing is new under the sun. We study what was done before us so that it can inspire the future. It’s the 360 circle of creativity.” – ART COMES FIRST

“Dress codes and gestures and attitudes have always inspired us as a brand, and part of this attitude is taken on the highway, catwalk, subway and so on.” – Art Comes First

In conceiving the Rudeboy Collection, Art Comes First delved into the concept of self, exploring the soul of Fred Perry from the very beginning. In the archives, they found elements of rebellion, rooted in the generations and subcultures that Fred Perry had appealed to since its inception in 1952.

Sam and Shaka also leaned into the concepts of their own selves to find a point of connection with Fred Perry. Their willingness to break convention as typified through Art Comes First added an edge to the collaboration that was unmistakably authentic.