Farah opens in London's Soho with Berwick Street debut

The 1,100 sq ft store, split across the basement and ground level, is part of the newly refurbished retail units at the south end of Berwick Street, and becomes “a strong addition to the thriving menswear retail offer that we are continuing to build along [the street], noted Andrew Price, Executive Director at Shaftesbury Capital.

The new store will be showcasing both the SS23 main collection – inspired by a vintage-inspired LA surf scene – plus High Summer - “celebrating the sights and sounds of 1970s Jamaican reggae culture”.

Mark Mccann, Farah’s Brand Director, added: “Berwick Street is not only an internationally recognisable destination but a great brand fit.”

Originally founded in Texas as a workwear company in 1920. Farah was reborn in the UK during the 1970s, known for its deep music links and particularly for its “slim, sharp, hopsack canvas trousers”.

Meanwhile, Farah’s commitment to sustainability has seen the brand’s basic collection and many of its fashion lines now made with 100% certified organic cotton. Farah has also removed all unnecessary packaging and wrapping from online orders and have joined the international Clevercare campaign in labelling its clothing.

"This is just the beginning, as [we] are committed to continue to move as many styles as possible into more sustainable fabric bases over the coming years”, it said.