When a Brand Draws the Line: Fred Perry Halts Sales to Disavow Far-Right Group


In September 2020, the British casualwear brand Fred Perry announced it would be halting sales of its signature polo shirt in Canada and the United States after the shirt and its logo were coopted by a far-right, white supremacist hate group. This case examines Fred Perry’s decision within the context of other brands and companies that have recently had to wrest back control over their image and publicly denounce harmful ideologies.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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