Southsea Deckchairs help give Fred Perry some seaside style

Fred Perry & Southsea Deckchairs
Fred Perry & Southsea Deckchairs
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THE Mods and Rockers clashes of 1964 may not have reached much further west than Brighton, but a fashion designer’s celebration of the 50th anniversary has a distinctly local feel.

Fred Perry’s new range, part-inspired by the seaside clashes, uses designs and fabrics produced by Southsea Deckchairs.

Mods and rockers use deckchairs to fight

Mods and rockers use deckchairs to fight

The company’s founder Stephen Davies is a former deckchair attendant who set up the business 23 years ago.

The high street shop’s latest range features polo shirts, shoes and bags using prints designed by Southsea Deckchairs.

Women’s bags also feature in the firm’s classic stripe design collection which use fabrics produced by the company.

Among its previous collaborations are with Clarks and the Liberty department store.

As with its other work with big British brands, the company was approached by Fred Perry to work on a seaside-inspired collection.

Stephen, who lives in North End, said: ‘They came to us last year and asked if we would like to work together.

‘We have been working with them for over a year now on deckchair fabric designs and the launch was last week.

‘The inspiration for the design was deckchairs, of course.

‘It’s 50 years since the Mods and Rockers fights in Brighton

‘I just hope it helps our company. It is very good for us.

‘Someone phoned up to say they had bought quite a lot of the stock in the Brighton store and he had bought our deckchairs.

‘It’s great. I think for a little company that is run by a mamma and papa, for such a big company to endorse us is brilliant.’

‘I was a deckchair attendant when I was at Portsmouth Polytechnic. I loved working on the beach with the deckchairs – I loved them.

‘I took over the operation from Portsmouth City Council in 1987.

‘From there I started to make my own deckchairs. In 1998, my wife-to-be, Roma, gave it a woman’s touch with some new designs.

‘Before that, we just did green and white stripe, blue and white stripe and red and white stripe.’

Since then, the company has expanded its range of fabrics and designs, working with students at Winchester College to develop the textiles.