Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Farah plunders its archive for UK push

Men’s casualwear brand Farah has raided its archive and streamlined its spring 10 collection to increase its appeal to the UK market and to help it celebrate its 90th birthday next year.

The US brand, which launched in 1920 and arrived in the UK in the 1970s, has picked out iconic pieces from the past and updated them for spring 10, including its frogmouth, flat-pocket trousers.

Managing director David Ward said it made sense for Farah to relaunch iconic pieces in a recession. “During periods of [economic] stress, you have to embrace who you are,” he said. “Farah has always been a brand that is accessibly priced and retailers are looking for the bedrocks in their brand portfolio.”

Ward has focused the collection down from 60 to 50 pieces, but will launch accessories, including bags and belts, for spring 10.

Farah has also appointed Simon Evans from lifestyle brand Ralph Lauren as business development director to drive its UK business.

Prices range from £13.50 to £60. To find out more call 020 7729 6474.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.