Much like Starter, it's all about the OG brands making a comeback and hipsters supporting it even if they barely have any memory of when this stuff was first cool. American hipsters may never admit it, but their British counterparts are probably cooler and better-dressed, and Fred Perry is a big reason for that. Since Fred Perry has been around for so long, hipsters can just pretend they were down back in the day, and they're just supporting it now again in a vintage-y way, making them retroactively cool even if they were lame as fuck or a huge jock.