We were invited by Robbie Williams’ management team to be involved in the creation of initial concepts and in pitching of the idea of launching his own fashion label to the superstar. Robbie chose his paternal grandfather’s name Farrell to represent the brand and the menswear line was born.
The design and build contract involved working closely with Robbie and his management team to integrate a timeless backdrop and mid floor retail space. The chosen design complements the line of menswear which is heavily influenced by the 1950s and 60s era when all garments were well made.
Robbie Williams attended a PA launch on Oxford Street to drive awareness of the brand and the ten initial concessions were rolled out within House of Fraser stores across Wales, England and Scotland in 2011. The young fashion brand has so far proven to be a huge success.