Fred Perry has commissioned poet John Cooper Clarke to compose a new work in honour of its famous polo shirt. The poem is for the brand’s Annual Traditions campaign, which last year featured a film narrated by Vicky McClure, star of This is England.

The film and accompanying posters were designed by Modern Construct and aim to reference the design of Cooper Clarke’s early gig posters as well – and here’s a neat bit of design trivia – the fact that, before finding fame as a poet, Cooper Clarke worked as a typesetter!