Pop star Robbie Williams is to launch a menswear label for autumn 11 to be stocked exclusively in House of Fraser stores and online at Shopdirect.com and very.co.uk.
The brand, which is called Farrell after Williams’s grandfather Jack, will hit stores in September.
The range comprises items such as a Crombie 3/4 length coat, button shawl collar dinner jacket in herringbone and tailored trousers. It also includes casualwear pieces such as cable-knit cardigans and fleece hooded sweatshirts. Accessories including flat caps and polka dot scarves will also be available.
Retail prices start at £35 for a lightweight T-shirt to £350 for a woollen Crombie.
Williams’s inspiration for the collection came from his granddad, Jack Farrell, and was created in homage to his style. Williams’s aim was to create a collection with a heritage feel combined with a modern style. The collection nods to Savile Row tailoring and branding and logos are kept discreet and on the inside of garments.
It is unclear whether Farrell will be wholesaled or for how long the exclusivity period with House of Fraser and Shopdirect.com will last. In a statement the brand said: “Future collections will be available across Europe.”
According to a source close to the brand, Williams has an active role in the business.
It is the latest high-profile brand launch by House of Fraser which recently signed a deal with retail guru Mary Portas to create a collection for the department store, targeting women aged 40 and over.
For more on the Farrell range, including product imagery, see www.drapersonline.com on Thursday.