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

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

  • Case
  • Teaching Notes
Abstract

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.

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