We launched our Purpose, Mission and Values statement (our PMV) almost three years ago and it has served as the guiding light for everything we do as a business.

It reminds us why we do what we do, informs the goals we set ourselves, and reminds us how to act.

And we got everyone involved. PMV was born from the input of all our employees, who told us what words they associated when they thought of Fred Perry.

The result is a creed we come back to time and time again:

Our purpose — The Laurel Wreath is our difference

Our mission — It all starts with the Fred Perry Shirt. Expression, not fashion. The uniform of the non-uniform. It symbolises our past, present and future.

Our values —

1.      Aspire to be champion: The Laurel Wreath is a sign of excellence, ambition, and determination.