In Pictures: Farah’s new Soho store

Heritage menswear brand Farah has relocated from its previous store on Earlham Street in London’s Seven Dials to 98 Berwick Street in Soho – part of the new Shaftesbury Capital development at the street food market end of the street.

The new 1,065 sq ft store is set over two floors and carries the brand's SS23 collection, which is inspired by 1970s LA surf culture and “free-spirited style”. It includes T-shirts, shirts, shorts, sweats, polos, jackets, trousers and chinos.

There is also a high summer capsule collection celebrating the "sights and sounds" of 1970s Jamaican reggae culture.

Speaking about the relocation, Farah Brand Director Mark McCann said: “Closing our Earlham Street store, following the end of the lease, meant we were tasked with finding an equally, if not more, iconic location.

“Berwick Street is not only an internationally recognisable destination, but a great brand fit - we’re really excited to be here.”