In an industry driven by overproduction and the subsequent impact on both people and planet, Fred Perry believes in making clothes that last. It’s a principle the brand has stood by for 70 years, balancing heritage with a responsibility to change and innovate. The brand’s starting point is always thoughtful design.
I worked with the Fred Perry team to deliver a sustainability communications strategy, first internally, and then to customers. We began by creating a framework for internal sustainability reports, including the report for 2022/2023. This was supported by a film - a conversation between me and Fred Perry’s Head of Quality - shown during the brand’s annual company-wide team day. From here, we created the strategy for incorporating sustainable practices into the website, due to be launched later in 2024.
