The skater, artist and designer debuts a lookbook and film capturing the new Thames for Fred Perry collection
Blondey McCoy must be one of the busiest guys in London, simultaneously straddling careers as a skater, artist, designer and model. Last week he released a book, Us & Chem, featuring works from his fifth solo exhibition, and this week he’s launching his latest collaboration with Fred Perry – his third collection with the British brand, which he describes as very inclusive. “All sorts and their nans wear it!” he jokes.
Out on Friday and featuring McCoy’s take on the classic Fred Perry polo shirt, the Thames for Fred Perry A/W18 collection is captured here in a lookbook and film by Another Man contributor Michael James Fox, styled by Another Man fashion director Ellie Grace Cumming.
McCoy and Fox worked together on the casting, which was conducted predominantly via social media. “The casting process was rewarding if a bit exhausting,” McCoy recalls. “I asked for willing models on Instagram and picked 40 or so from the incredibly flattering tidal wave of applicants to come and meet Michael and myself in the studio.”
The lookbook was shot (aptly) on the banks of the Thames, while the film was shot on a school bus and sees the cast recite the Bus Driver’s Prayer – Ian Dury’s legendary rendition of the Lord’s prayer, where words are replaced with different locations in London.
“Some of them were nervous, some brought their parents and almost all of them had a real love for both brands and had travelled far and wide to get there,” McCoy recalls. “We had the final 14 in a seating plan for the film at the beginning of the day but by lunchtime they’d decided for themselves who their real mates were... there seems to be something about getting everyone in a uniform, reciting their homework on a bus that evokes an authentic school trip feel.”
“I feel like more than enough lookbooks follow a strict blueprint of showing someone how cool they could be if they buy the clothes and wear them as demonstrated, which is actually (can I shock you) not very pro individuality at all,” he continues. “The liberty I find in working with Fred Perry is that it is for everyone and I really wanted to do something inclusive and champion the people that make it all possible...”