Fred Perry is a British sporting and fashion brand of clothing and accessories, founded by champion British tennis player Fred Perry in 1952. Although founded as, and intended to be a brand of sporting clothes, the Fred Perry brand gained mass popularity as a casual wear in the 60s due to association with alternative UK culture, notably the mods. The brand's logo is a laurel wreath, which usually appears on the left breast of Fred Perry garments, stitched into the fabric. Fred Perry products are sold, and worn, around the world. The Fred Perry brand is considered iconic, and remains popular, and fashionable. The brand has become a global symbol of alternative culture.

In the late 1940s, with his illustrious playing career entering its twilight, Perry was approached by, and then collaborated with Tibby Wegner, an Austrian footballer, to create the first sweatband. The sweatbands were produced in Leicester, and branded as Fred Perry Sportswear. The sweatbands enjoyed considerable success, helped by Wegner and Perry's strategy of giving them for free to top players and persuading them to wear them at tournaments. Inspired by this success, Wegner and Perry, following on from the creation of a sporting clothes brand by French tennis player René Lacoste, decided to found their own sporting clothes brand, called simply Fred Perry. The brand was officially founded in 1952.

Perry, an avid pipe smoker, initially wanted a pipe for the logo, however Wegner persuaded him to reconsider, and they settled on the wreath logo, the Roman symbol of victory. However, this was also the logo of the All England Club and Davis Cup team, so permission would be required to use it. Despite Perry's fractious relationship with the All England Club, Wegner and Perry were given permission to use the laurel wreath logo. Launched at Wimbledon in 1952, the Fred Perry tennis shirt, made from white knitted cotton pique with short sleeves and a buttoned placket, and initially only available in two colours – white and black. was an immediate success, and other items of sportwear were soon added. The new sporting brand received further exposure when it was worn by prominent tennis players of the time Jaroslav Drobný and Neale Fraser.

Although the Fred Perry brand was founded as a brand of sporting clothes, it went on to be associated with various UK alternative cultures, subcultures and movements. Fans of the brand are sometimes referred to as 'Perryheads'. In the 60s, Fred Perry was significantly associated with the Mod movement when, along with Ben Sherman and Lonsdale, it was adopted as the brand of choice by mods. The brand also attracted attention when it was worn by James Bond in 1965's Thunderball. The brand remained popular in the 70s, and early 80s, with skinheads and Mod revivalism, with The Jam frontman Paul Weller often wearing Fred Perry polos. The later 80s saw the Fred Perry brand become associated with the National Front, and move into the margins. In the mid-1990s, the popularity of the Fred Perry brand in the United Kingdom was revived when it was adopted by the band Blur.

Blur, sick of the popularity of Grunge and the Americanisation of British youth culture, called for a return to all things British made, and this manifesto was delivered while wearing Fred Perry.

Fred Perry's popularity was boosted in the 2000s by several prominent bands wearing Fred Perry attire, including The Streets, The Rakes, Pete Doherty, the Arctic Monkeys, and Gwen Stefani of No Doubt. Singer Amy Winehouse was regularly pictured wearing Fred Perry clothing, and in 2010 the brand collaborated with her on a special range. Fred Perry brand director Richard Martin commented:

She was a massive Perryhead. We spoke to her management years ago about doing a collaboration through her stylist... When we met Amy, it was quite difficult to get her past purist Fred Perry products. She’d say, 'It's so perfect, how am I going to move it on?'

Winehouse's 17-piece fashion collection with the Fred Perry label was released for sale in October 2010. According to Fred Perry's marketing director Winehouse gave "crucial input on proportion, colour and fit." The collection consisted of "vintage-inspired looks including Capri pants, a bowling dress, a trench coat, pencil skirts, a longline argyle sweater and a pink-and-black checkerboard-printed collared shirt." Following Winehouse's death in July 2011, at the behest of her family, three forthcoming collections up to and including autumn/winter 2012 that she had designed prior to her death were released. Fred Perry has donated 20% of the net revenue from the Amy Winehouse collection to the charity set up in Winehouse's name, the Amy Winehouse Foundation.