Campaigns

David Diamanti x Fred Perry

Editorial

We teamed up with Fred Perry for a visit to Sonny CPH, run by David Diamanti and his wife Sarah.

David has always considered Fred Perry a cool brand, picking up his first piece at just 12 years old. It felt natural to sit down with him and talk about what the brand means to him, and how – being deeply rooted in subculture – he shares many common threads with the Fred Perry universe.

David Diamanti is 38 years old and from Copenhagen. He is a restaurateur, father, and football obsessed.

This piece is part of a larger campaign with Fred Perry, a brand we hold close to our hearts here at Kyoto.

Read the full interview below and explore our selection from Fred Perry.

Hvad var dit første møde med Fred Perry?

Jeg købte min første lyseblå Fred Perry-polo tilbage i 1999 hos Street Machine. Jeg må have været omkring 12 år. Jeg var virkelig hyped på den polo – meget Britpop-inspireret.

Jeg ville have den så meget, at jeg faktisk tog nogle kontanter fra min mors pung for at få fat i den – noget jeg naturligvis aldrig ville anbefale nogen at gøre. På det tidspunkt føltes det bare så vigtigt for mig. Den polo var ikke bare et stykke tøj; det føltes som en erklæring.

Fred Perry has strong roots in subculture. How do you see yourself fitting into that?

Yeah, Fred Perry had that raw, badass energy – tied to bands like Oasis and that whole era.

It started out rooted in tennis, sure, but it grew into something way bigger – more of a cultural badge than just sportswear.

I also felt like the brand faded into the background for a bit, but now it seems like they’ve tapped back into something real again. These things always move in cycles.

How would you describe the style in Copenhagen right now?

Nothing is left to chance. Young people are extremely styled – even when it looks effortless or random, there’s clearly thought behind it. It might come off as casual, but it rarely is.

Copenhagen is a very stylish city, and a lot of young people here have incredible taste. There’s a strong awareness of detail – how things fit together, how it all comes across – and people really take pride in that.

Hvad er den bedste måde at opleve København på?

Første ting: lej en cykel. Ingen tvivl om det. Det er sådan, du virkelig låser byen op – bare kør. Langs havnen, gennem forskellige kvarterer, uden en egentlig plan.

Stop op, når noget fanger dit blik; caféer, bagerier, restauranter. Madscenen her er ærlig talt på et andet niveau. Den er mangfoldig, den er af høj kvalitet, og den bliver ved med at udvikle sig.

Få fat i en cykel, vær nysgerrig, og sørg for at have nogle penge på dig.