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.
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