British brand Fred Perry is opening an experiential pop-up in Olaya St. Riyadh.
British brand Fred Perry will open its doors to a new brand experience in Saudi Arabia’s capital, Riyadh on the 12th October 2021.
Located next door to the Fred Perry shop, on Olaya Street, the space will house a pop-up events and creative hub.
A global niche brand, synonymous with subculture, the Olaya St. pop-up will take visitors on a journey through the history of Fred Perry and provide an insight to the man himself, the brand, the iconic Fred Perry shirt and their relationship with subcultures past and present.
By day, the venue will serve as a creative, co-working space, encouraging the creative community to connect. The brand is also pleased to partner with Coyard, the Riyadh-grown coffee roaster.
The Olaya St. pop-up will become part of the neighborhood, running an event calendar that will not only embrace the emerging subcultural artists of Saudi Arabia, but act as a catalyst for a new generation of Fred Perry ambassadors.
On Tuesday October 5th, the Olaya St pop-up held a pre-launch event featuring live performance by Saudi DJ Tarab Electro and Saudi/Bahrain duo Arabstract. Fans can look forward to future events including local art exhibitions, independent movie screenings and gigs of various musical genres
“Fred Perry has been part of the subcultural uniform since the 1950s, and the Laurel Wreath remains a signature of both individuality and of belonging. We’re excited to open a space where everyone is invited to experience the true sense of the brand, and what it has meant to people – from elite sportsmen through to fringe subcultures.” Fred Perry spokesperson.