Some Fred Perry fans are not into the brand’s latest campaign.
Fred Perry, named after the British tennis champ, is known for its polo shirts, parkas, and Harrington jackets.
For its summer campaign, the label cast all black models to promote the new range. Unfortunately, the decision did not go well with some customers as it did not cast any white models.
Racist trolls voiced out their frustrations on Twitter, objecting the “diverse casting” seen on Fred Perry’s Instagram account.
They also called for a boycott of the brand, with one Twitter user lamenting that he was “no longer required as a customer,” while another said that Fred Perry was “spreading diversity bollocks.”
Other social media users defended the company and praised it for its diversity. “Fred Perry’s always been important to me as it represents unity and diversity… I’m sure it will be more than happy to lose those racists boycotting because of the models they use. Racism is the opposite of what we stand for,” one Twitter user explained.
“But when Stormzy or Dave call his country racist they’ll scream,” a Twitter user said, alongside screenshots of hate comments targeted towards the campaign.
Fred Perry has released a statement to Dazed Digital, stating, “We believe actions speak louder than words. The Laurel Wreath has always been a symbol of both individuality and of belonging… Our real fans know what we stand for and their response to this speaks volumes.”
But when Stormzy or Dave call This country racist they’ll scream pic.twitter.com/ho2YyGt8mN— mark (@markdanielll) May 13, 2020
Imagine yer da throwing your Fred Perry away cos theres not enough white people in the adverts wtf is wrong with people man pic.twitter.com/r6OcltfdHM— 14, immature and off my face on cider ⚽ (@LiamShipsides) May 13, 2020
If only the racists losing their shit over Fred Perry's campaign knew the origin of skinhead culture - diverse London Brits influenced by Jamaican music and fashion.
Far-right racist thugs came in and appropriated the style a decade later. They are ALWAYS slow off the mark pic.twitter.com/q1VHMO8dgI
Fred Perry’s always been important to me as it represents unity and diversity. Such a massive part of my identity as a skinhead.
I’m sure @fredperry will be more than happy to lose those racists boycotting cause of the models they use. Racism is the opposite of what we stand for pic.twitter.com/Y6jcxfAsxs
[via Dazed Digital, opening image via Fred Perry]