Perry Ellis launching heritage brand Farah in Japan with Itochu
Perry Ellis International, Inc. has inked a license agreement with Itochu Corporation to expand the American group’s premium heritage brand Farah into Japan.
Farah is an historic label founded in Texas in the 1920s by a Lebanese immigrant Mansour Farah, which was known for supplying the US Army, but has latterly gained a following among urban hipsters. Relaunched in the UK in the 1970s, Farah won cool status after its slim hopsack trousers were adopted by Mods, Rude Boys and Casuals.
“Today, the golden 'F' continues to be a badge of honor amongst creative professionals and opinion leaders. In a market where brands with heritage often look backwards, Farah looks to what is happening today in order to stay relevant,” said the Perry Ellis group in a release.
Besides Perry Ellis, its marquee brand Perry Ellis International owns a portfolio of fashion labels including An Original Penguin by Munsingwear; Laundry by Shelli Segal; Gotcha; Rafaella; Cubavera; Ben Hogan; Savane; Grand Slam; John Henry; Manhattan and Axist. As well as controlling the license to Jack Nicklaus for golf apparel.
“As we celebrate our centennial anniversary, we are very excited to announce this collaboration with a powerful, global partner like Itochu. This agreement complements our work together across other brands and markets,” said Oscar Feldenkreis, CEO and president.
Inspired by Farah’s founding days in the 1920s, the focal point of the new fall-winter collection is utilitarian workwear. Trousers are seen in both hopsack and twill weaves and available in various styles such as a regular fit, cropped, flared and tailored. Jackets diversify from classic double breasted to a casual zipped workman style. Other key pieces in the collection include a Texan-inspired shoelace shirt and corduroy overshirt.
The collection is available at stockists like Beams, Ellesse, Nano Universe, Shinya Kozuka and Baycrew’s throughout Japan. Parallel to the launch is an exclusive collaboration with Tokyo street wear label Monkey Time.
Founded in 1858, Itochu is one of Japan’s greatest sogo shosha, or trading companies, with extensive interests in textiles and control of the Japanese licenses to a series of prominent fashion marques from Paul Smith and Milan Schön to Converse and Le Sportsac. From a small linen trading businesses founded by Chubei Itoh, Itochu today has businesses in machinery, metals, minerals, energy, chemicals, food, general products, realty, information and communications technology and finance.
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