WHY WE CARE ABOUT THE BEST NEW MUSIC.

Subculture is Fred Perry's new music initiative bringing you the brightest young talent on the music scene, alongside the cream of British music artists that have a long standing relationship with the brand. Subculture was launched by the legendary Paul Weller at The 100 Club - the oldest independent music venue in Britain - in September 05.

Why is Fred Perry involved with music? Because it is the original sportswear to streetwear brand - initially adopted by Mods in 1959 because "They could wear it all night and still look good in the morning" - it has then featured in almost every British youth subculture since. From Mods, Suedeheads, Ska/Two Tone, Punk, New Wave, Casuals/Perry Boys, Britpop, Electronic/Rave and the latest Indie revival - the laurel has been ever present. Passed from generation to generation as an understated timeless classic.

Since its launch, Subculture has also often been the first to feature the latest underground sounds on a global basis. This includes The Young Knives, The Rakes, The View, Black Lips and The Draytones - many of whom are now reaching global fame. Alongside the definitive British guitar bands, we have also featured The Klaxons, New Young Pony Club, Metronomy and Shy Child - showing the depth of the musical heritage and contemporary relevance of the Fred Perry brand.

Subculture has also been honoured by music legends such as Paul Weller, Graham Coxon (Blur) and Terry Hall (The Specials) playing the unique venue that is The 100 Club.

So, if you want to find who will be the future of music - and learn more about the lineage and heritage of music in general - keep checking back on the site. We will be introducing more and more innovative and interesting elements to Subculture over the coming year.

Click here to view the Fred Perry Icon Book and read more about the unique relationship with British Street culture and music.