British brand Fred Perry has launched a customization project with artists, designers and sportspeople to celebrate its 60th birthday.

For this exclusive operation, the famous polo shirt with the embroidered laurel-leaf has been reinterpreted by 60 personalities, boutiques and magazines like Paris’s concept store colette, cyclist Bradley Wiggins, the duo of photographers Inez & Vinoodh and designers such as Peter Jensen and Raf Simons.

All the polo shirts, from those that have simply been signed by the celebrity to the polo shirt completely covered in fluorescent yellow pompoms, can be seen on a platform dedicated to the brand’s birthday.

Fred Perry will exhibit the customized photos from Jan. 26 for 3 weeks at Dover Street Market in London. They will be sold at auction later on in the year to raise money for the Amy Winehouse Foundation which strives to help young people in need.

At the end of the 1940s, famous tennis player Fred Perry launched a range of clothes entirely dedicated to tennis. Over time, the brand has branched out into menswear and womenswear with the iconic polo short as the key piece of each collection.