Perry Ellis International, Inc. announces the expansion of their premium heritage brand Farah® in Japan with a license agreement with Itochu Corporation.
Farah® has been crafting modern menswear for a century, from 1920 to 2020. Today, the golden F continues to be a badge of honour amongst creative professionals and opinion leaders. In a market where brands with heritage often look backwards, Farah looks to what is happening today in order to stay relevant. Proud of an intrinsically British identity which comes from a rich association with the youth culture and style tribes of the 60s, 70s, 80s and 90s Farah® has a long history but never relies on it. Instead, the brand’s unique story is used to maintain credibility and relevance in today’s world. Farah® reinvents men’s casual wear classics to create original new styles which resonate with men around the globe.
“As we celebrate our centennial anniversary, we are very excited to announce this collaboration with a powerful, global partner like Itochu. This agreement complements our work together across other brands and markets,” said Oscar Feldenkreis, CEO and President.
Itochu launched their first AW20 Farah® collection this fall. They will continue to build upon the Farah®, identity with a fresh outlook while also paying homage to the brand’s heritage. Inspired by Farah’s founding days in the 1920s, the focal point of the AW20 collection is utilitarian workwear.
Trousers are seen in both hopsack and twill weaves and available in various styles such as a regular fit, cropped, flared and tailored. The hopsack weave is synonymous with Farah’s workwear history; it is practical, strong and wrinkle resistant. Jackets diversify from classic double breasted to a casual zipped workman style. Other key pieces in the collection include a Texan inspired shoelace shirt and corduroy over shirt. The colours are true to a classic autumnal palette, ranging from khaki, camel and brown to grey and navy. Some brighter colours are also seen in the casual pieces such as pink and yellow t-shirts and hoodies.
The collection is available from but not limited to stockists such as BEAMS, Ellesse, Nano Universe, Shinya Kozuka and Baycrew’s throughout Japan. Running alongside the launch is an exclusive collaboration with Monkey Time, a Japanese brand inspired by Tokyo street culture. Limited pieces of the Monkey Time collaboration are also available in stockists outside Japan. Further exciting collaborations will be seen from SS21.