The National treasure, Sir Robbie of Williams, is no longer just a singer, ohhh no siree ! I’ll have you know the multi-platimun award winning crooner has ventured into the clothing industry, as I’m sure you all know as we interviewed his highly talented Design partner Ben Dickens last year. Farrell, as the brand is known, is named after Williams’ grandfather Jack Farrell and based on the principles of British honesty, style and integrity.

For Autumn the brand has taken the decision to showcase its collection within a pop up retail space and in turn creating a brand emporium. Thinking long and hard for the right location the brand opted for Earlham Street in London’s Covent Garden, chosen for its blend of unique village identity and charm, the 500 square feet space will house the entire AW13 FARRELL collection while the store itself reinterprets distinctly English tones through its beautifully curated fixtures and visual merchandising.

Key pieces from this season’s collection such as trenches, reefers and other military inspired designs will be on show, each style meticulously designed and contemporized through fit, while ensuring each item keeps all of the functionality and durability it was known for. In addition, sharp tailoring, crisp cotton shirts, chunky knitwear and a full range of accessories will also be available, catering for the more sartorially minded consumer.

Williams says of the project, “I’m really excited to be able to present the Farrell experience under one roof and have the opportunity to show exactly what we do and what we stand for.  We’re here for a good time, not a long time”