We are so used to singers launching fashion ranges that it has become something of a cliché. However, Robbie Williams is hoping to be unique in this group, offering a line of sleek, distinctly British apparel with a fashionable edge. The range will be named Farrell, after Williams’ grandfather Jack Farrell.
The range will debut this September and offer clothing in the mid-priced category. While none of the items are designed by Robbie Williams, they are all approved by the singer. Spokespeople for the range say that Williams is highly involved and comes to meetings, contributing more than his name to the brand. The brand is not going to offer replicas of Williams’ clothing, but rather items in his signature dressy casual style. So far, the sample items are being well-received by people in the fashion world.
The range will create clothing or the male 20 to 50 years market, although it is predicted to appeal most to men in their thirties. It will be offered in House of Fraser department stores, although it will expand to other retail outlets if demand proves sufficient.
Many question why the singer did not use his own name for the range. However, it can be a mixed blessing to sell clothing based on a single figure’s popularity. For example, people who do not like Williams’ music may be reluctant to buy a cardigan with his name on the label, but the same people will buy Farrell without a second thought.
Farrell, like all clothing ranges, has a logo design that has been created to appeal to its target audience while hinting at the nature of the clothing. A ribbon-like cord is folded into a loose knot, referring to the old craft of tailoring. The name of the line is printed in upper case letters below that are classic and sturdy. This brand, and the garments that it represents, is intended to be distinctly British and timeless, with designs and quality reminiscent of Savile Row tailoring. Whether Farrell can relate to this lofty goal remains to be seen, but it is certainly an appealing brand. The UK logo design works well to promote the high quality feeling.
Farrell also will have a strapline: Wear it in, wear it out. This is perhaps not the best motto for the new business. It seems to be representative of any one of the many casual chic menswear brands. Hopefully Farrell can find a new and more unique strapline in the future, or at least develop a way to make this one their own.
British clothing was once known for being of the highest quality and style, but the industry ‘brand’ has seen a decline in modern times. We hope that Farrell and similar brands can bring back the image that we once enjoyed by offering high value items with timeless style. Creating a brand that is reminiscent of Savile Row tailoring just might be the first step in building a bridge to this notable past.