In 2020, Farah will celebrate it’s 100th year. Not a bad landmark to achieve in such a competitive and ever changing world and to celebrate we were invited down to London for a sneak peak at their new SS20 collection, which includes some interesting throwbacks to their 100 year story and an upcoming collaborations with London based label, YMC. Safe to say we had a blast and were extremely excited to see what the collection had to offer, we were not disappointed.
The new collection is true to the history of the brand, pulling influence from the key moments from the brands journey, it’s Texas roots can be seen with strong denim and workwear inspired pieces, 60’s inspired slacks that have a modern twist to them, the 70/80’s revival and the rise of it’s British cult following can be seen in the collab with YMC and it’s modern era philosophy of clean cut, affordable premium men and women’s wear is visible throughout.
The brand was original founded in 1920, by Mansour Farah and his wife who started making shirts, expanding to overalls and other workwear clothing by the 1930’s, supplying the US armed forces with apparel. During this expansion founder Mansour died, leaving the company to his sons’, who oversaw a change of direction and further expansion. Shifting away from workwear apparel the brand quickly found itself as a brand-name manufacturer and wholesaler. The 1960’s saw the brand go from strength to strength with the development of inexpensive, hard wearing slacks that would be the catalyst of the brands growth in to Europe.
The late 60’s and early 70’s saw the growth of the brand in the UK, whilst it had a presence from the 1940’s, the 60’s saw Farah and mainly their signature slacks become a mainstay of youthful, fashion minded individuals. Farah slacks found themselves as the trousers of choice for the Mod and skinhead movements, as well as being seen on a number of fashion trendsetters, most notably twins Chet and Joe. Chet and Joe were regular fixtures in the north London borough of Islington and around the Highbury area and were highly influential in the north London fashion scene due to their laid back attitude and extravagant style.
The mid 70’s and early 80’s were a period of instability, not only for Farah but throughout the world of business after the market collapse in 1972. During this time Farah, were forced to close some of it’s manufacturing plants and cut back on it’s production. It wasn’t until the 1980’s, when the company entered the world of womenswear, that the brand began on it’s upward curve once again. The brand then began to focus on what had worked previously, inexpensive, easy to wear trousers were at the forefront along with signature patterns and unique detailing.
The modern Farah collections focus on clean premium casual clothing that can be worn for most occasions and can become the cornerstone of any man’s wardrobe. Whilst we are waiting for the SS20 collection, we have a host of SS19 live on our site now. Check out some of our favourite pieces below,