Farah brings vintage-inspired menswear to London’s Soho

Menswear brand Farah, famous for styling subcultures of the past, has relocated from its store on Earlham Street to its latest brick-and-mortar unit at Berwick Street in London's vibrant Soho.

Shaftesbury Capital has announced that the 1,100 sq ft store, split across two levels, has relocated to the newly refurbished retail units at the south end of Berwick Street.

Andrew Price, Executive Director at Shaftesbury Capital, commented: "Farah is a strong addition to the thriving menswear retail offer that we are continuing to build along Berwick Street."

Farah was founded as a workwear company in Texas back in 1920. The brand was later reborn in the UK in the 1970s, making a name for itself courtesy of its slim, sharp, hopsack canvas trousers. It played a key part in creating the style of subcultures including the Mods, Rude Boys, Casuals and the 90s’ indie music scene.

The new store will be home to the SS23 collection - celebrating the “sights and sounds of 1970s Jamaican reggae culture” - as well as its mainline.

With the move, Farah is highlighting its commitment to reducing its environmental impact. For example, the menswear brand’s basics collection is now made with 100% certified organic cotton. It has also joined the international Clevercare campaign in labeling its clothing, helping to inform customers how best to launder the clothes to reduce their carbon footprints.

Mark Mccann Farah’s Brand Director, added: "We are happy to be open in such an iconic location. Berwick Street is not only an internationally recognisable destination but a great brand fit -we’re really excited to be here."