A BRAND that traces its roots to the British bad boy of tennis will open on Jan. 31 in Ayala Center Cebu.

Fred Perry “swung his way from working-class to Wimbledon, winning several 1930s Grand Slam and the ire of the tennis establishment,” Fred Perry Philippines said in a statement.

“By shaking up the class-conscious courts of Britain, Perry inspired a brand that would represent a refined sort of rebellion.”

Since it was unveiled at Wimbledon in 1952, “the Fred Perry sports shirt has stood less for the court and more for the streets,” the company said.

“In the past 60 years, the brand’s iconic laurel wreath logo has become both a bastion of British heritage and subcultural symbol for legions of renegades.”

Fred Perry Cebu “will be the label’s first provincial store in the Philippines, joining seven stores in Manila.”

The store will offer a “diverse men’s selection of outerwear, footwear, luggage and an array of the label’s slick subcultural staple: the cotton pique polo brandishing that iconic laurel wreath emblem on its chest.” (PR)