The 1,100sq ft store, split across the basement and ground level, is part of the newly refurbished retail units at the south end of Berwick Street.
Shaftesbury Capital is pleased to announce that menswear brand Farah has opened at 98 Berwick Street. Originally founded in Texas as a workwear company in 1920, Farah was re-born in the UK during the 1970s, now famous for its slim, sharp, hopsack canvas trousers, Farah played a key part in the style of Mods, Rude Boys, Casuals and the 90s’ indie music scene.
Farah’s basics collection and many of their fashion lines are now made with 100 per cent certified organic cotton. This means zero harmful chemicals and less water usage, reducing their environmental impact. Farah has also removed all unnecessary packaging and wrapping from online orders, and have joined the international Clevercare campaign in labelling their clothing. This helps to inform consumers about how best to launder their clothes as, after all, 30 per cent of the carbon footprint of a piece of clothing comes from the way it’s laundered.
This is just the beginning, as they are committed to continuing to move as many styles as possible into more sustainable fabric bases over the coming years The new store will be showcasing both SS23 main collections – inspired by a vintage-inspired, LA surf scene – plus High Summer – celebrating the sights and sounds of 1970s Jamaican reggae culture.
