Farah Vintage @ Seek

Jack Parkin, Key Account Manager Farah Vintage

Farah Vintage wants to hit the European market. Why do you think it is the right time to take this step?
We have a big business in the UK and also various locations in France. We are very established in the UK so now we think it is time to open up to the rest of Europe, especially Germany is the next part we are trying to succeed in as we have done in the UK.

Can you outline what is special about the brand?
The brand has two branches: Farah Vintage is young forward fashion and all about British youth culture from the 1970s and 80s. It is inspired by the likes of the Casuals, Mods and Skins. Farah Vintage is what we sell to Urban Outfitters and Asos. Then we have Farah 1920, which is all about our roots. We are an US Brand, which was founded in 1920 and used to make uniforms for the US Army and Navy. You can see that aspect in the 1920 line. Although, there are some similarities in both ranges, they are actually quite far apart. One is young, fresh and colourful whereas the other one is very work-wear and heritage inspired.

Does Farah Vintage sell well at Asos and Urban Outfitters?
Yes. For Urban Outfitters we are always top three brand on a whole and on Asos we are top three brand on the heritage department. So we sit with the likes of Ralph Lauren, Fred Perry, Lyle&Scott, Barbour, Paul Smith or Penfield. Those are the adjacencies that both, Farah Vintage and Farah 1920, would like to sit next to in every store.

What are the highlights for the next season?
For Farah 1920 the real focus is on outerwear. We have done a parka, a M-65 military jacket, some deck jackets and a few very British inspired pieces like a Crombie. Vintage is still about prints for us. We are using the same print across different product categories and are currently collaborating with photographer Gavin Watson as well as illustrator Rich Fairhead. The bomber jacket is the key for Farah Vintage, which we offer in various forms, for example, lamb's wool, nylon herringbone and large scale wool check. Since the beginning we have also been famous for our trousers. There are lots of different fits and many different sorts of compositions. This smart tailored look is definitely our strongest area.

Thank you for talking to us.