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Buttoned-up British sportswear brand Fred Perry unveiled its first stateside store in January 2009, bringing a preppy array of polos, plaid, and argyle to Soho. In comparison to the similarly dandy Brit label Ben Sherman, whose flagship is just a few blocks away, Perry’s cotton piqué polos, button-downs, and wool sweaters are quite affordable, with few items topping $100. Navy-blue walls, dark tiled floors, and wood accents provide a fitting backdrop for sweater vests and collegiate cardigans. The label’s laurel wreath logo decks just about everything—a nod to founder Fred’s Wimbledon wins in the thirties—from T-shirts to shoe buckles. The business-casual clientele is mainly male, but a smaller collection of womenswear in back includes skinny black jeans, canvas ballet flats, and prim button-downs. Though the racks emphasize the ubiquitous polo—the brand dubs it the “ultimate leisure shirt” and peddles it in 32 colors—Perry’s basics are mostly overshadowed by cool retro accessories: vinyl messenger bags, canvas tweed sneakers, and nylon track jackets. — Lauren Murrow