Farah, a popular menswear brand, has recently established a new store located at 98 Berwick Street in Soho. This exciting addition further enriches the prominent London fashion district, which is managed by property giant Shaftesbury Capital.
Spanning across the basement and ground level, the newly renovated retail units at the southern end of Berwick Street now include a 1,100 sq.ft. store. Andrew Price, Executive Director at Shaftesbury Capital, acknowledges that this addition significantly strengthens the already thriving menswear retail presence along the street.
The new store will feature the SS23 main collection, inspired by a vintage LA surf scene, and the High Summer collection, celebrating 1970s Jamaican reggae culture.
According to Mark McCann, Farah’s Brand Director, Berwick Street is not only a globally renowned destination but also an ideal match for the brand.
Founded in Texas in 1920 as a workwear company, Farah experienced a revival in the UK during the 1970s, gaining prominence for its strong ties to music culture and its renowned “slim, sharp, hopsack canvas trousers.”
Farah’s dedication to sustainability is evident as they now utilise 100 per cent certified organic cotton in their basic collection and numerous fashion lines.
The brand has also eliminated unnecessary packaging and wrapping from online orders and actively participates in the international Clevercare campaign by labeling their clothing accordingly.
“We are committed to transitioning as many styles as possible into more sustainable fabric bases in the coming years,” Farah stated, emphasizing that this is only the beginning of their sustainability efforts.
