Fred Perry Kids

I have to admit that I'm at a disadvantage when it comes to iconic British brand Fred Perry: I have a deep and probably unfounded dislike of the polo shirt. Since the whole range was founded by a champion English tennis player, said shirt is rather much the cornerstone of the Perry look.

If I put my own bias aside, I can see a certain appeal to Perry's new Kids line. First up, it's not often that we get to dress our boys up - this range is only for boys. And then, boy's clothes are usually so baggy and slouchy - sharp tailoring does make a refreshing change.

For my own taste, the My first Fred Perry shirt concept - polo shirts for babies up to age one - is not appealing, but I can see the kidswear working well for those (very) young men who want to dress just like their dads.

And from the brand's point of view? Start 'em early and reap the loyalty benefits all through their lives. Golden.