If like me you conducted your secondary education in the 80’s you will be only too aware of the brand Farah. Farah along with labels like Sergio Tacchini, Fila, Adidas, Fred Perry and Lacoste were held up on a pedestal of Style, where phrases like, ” Jeez man, have you seen his new Adidas Florida Trainers, they’re top, man !” or “Oh my God, have you seen, that Stephen Phillips’s has got the latest Tacchini tracksuit, the latest one guy, that’s soooo expensive man !”
Amongst, these holiest of grails within youth Sub-cultures, since the 1970’s the F tab of Farah has been held in high esteem within the hearts and minds of these yoofs. However, the real origins of the brand have very different beginnings, it was born in Texas in the 1920’s by Mansour Farah, a design graduate who studied Shirt design and manufacturing in New York. In the 1930’s Farah diversified into producing denim work pants and later producing khaki combat pants adding to its shirting collection. From the 50’s onwards the Farah brand continued to grow gaining some of the best stockists across the US, finally reaching the UK in the 1970’s and becoming an instant hit with various movements in fashion, music and sport.
The original Farah slack made from hopsack canvas became an immediate hit with the youth of Britain: slim cut, sharply tailored and featuring stain resistant technology, the trouser was unlike anything available at the time. Momentum for the brand grew and in the 80’s, as already mentioned, Farah became a must have label amongst the fashion savvy social sub-cultures, including the Mods, Skins, Sticksmen and Rocker-Billy’s. Seen on the balconies at gigs across the UK music scene, each group interpreted the brand within their own style, building key Farah items into what became their definitive looks. The clothes came to represent a sense of elitism while generating aspiration and respect for those who displayed the “F Tab”.
Bringing things back up to date, Farah are still staying true to their original 1920’s origins and following the success of the 1920 Anniversary collection, FARAH have introduced a permanent range of 1920 inspired pieces to its seasonal collection. This capsule collection takes styling tips from the original heritage of the brand but adds a more mature bend to the slim silhouettes and sharp tailored pieces FARAH VINTAGE is known for. Colours are kept simple with navy, black and classic greens being highlighted with warm browns, hints of mustard and deep burgundy.
To sit along side this vintage heritage range, the brand have created the Citizens of Farah project, which will bring together and celebrate individual style as it is expressed through the diverse culture of the UK and recognising the part Farah plays as an ingredient in dressing contemporary scenes.
To launch the initiative Farah called out to “citizens” nationwide and invited them to take part in the campaign shoot. Farah then chose the final 6 to be the face of the campaign, all of whom represent the brand’s diversity.