fred perry thames fw18 blondey mccoy
Thames / Michael James Fox

Brand: Thames x Fred Perry

Season: FW18

Key Pieces: Revamped Fred Perry polo with a jacquard argyle design, quilted jacket, tennis bomber.

Editor’s Notes: Blondey McCoy's Thames have joined forces with Fred Perry for their third collaboration, set to launch this week. Here we showcase the lookbook for the FW18 collection, courtesy of Another Man.

Blondey partnered with Michael James Fox for the official look as well as a complementary film. McCoy and Fox predominantly used social media to cast the project.

“The casting process was rewarding if a bit exhausting,” McCoy says. “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 captured along the Thames River, while the film was then shot on a school bus, with the cast reciting the Bus Driver’s Prayer, Ian Dury’s reworking of the Lord’s prayer.

“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 adds. “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.”

Blondey went on to speak about the lookbook, saying, “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. 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...”

For more on Thames for Fred Perry FW18 — arriving October 5 at,, select Fred Perry stores, and Palace — follow on over to Another Man.

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Just days ago we saw Blondey McCoy debut adidas Skateboarding's new Campus ADV sneaker.

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