Brand relaunch for Robbie Williams as he takes Farrell to Primark

8th December 2014

Last week Robbie Williams rebooted his 30-piece Farrell menswear range in an ambitious brand relaunch with Primark.

Barber created the original brand environments for the clothing line when they first launched back in 2011 – and after deciding to cease trading last year, Robbie has now chosen to have a second bite of the cherry with the brand, which he originally developed with former Burberry design director Ben Dickens.

Photo by Charles Deluvio on Unsplash

Photo by Charles Deluvio on Unsplash

The clothing range, which Primark describes as  ‘superb and amazing value’ was inspired by Williams’ late grandfather, Jack Farrell and is designed to reflect Jack’s  ‘timeless style, alluring personality and strong values’ – characteristics which Williams appears to have inherited himself. His grandfather’s life as a ‘Stoke-on-Trent gentleman’ is encompassed in the timeless style of the pieces, which feature clean, tailored lines and a British heritage feel.

Speaking about the fashion launch last week, Robbie described his excitement at the new collaboration with the high street chain, saying: “I’m delighted that Farrell has been invited into Primark. ‘What a great collaboration – let’s have it!.”

Director of Menswear at Primark, Ben Smith also expressed his enthusiasm in working with Williams and rebooting the brand:

“We’ve absolutely loved working with the Farrell brand. The product looks superb with fastidious detail and amazing value and has remained true to its origin.

“Not only have we ensured the product is amazing but the whole concept from quality through to design and store environment have all played a massive part in ensuring we deliver a first class exclusive range to the Primark customer.”

The brand emphasises Jacks Farrell’s determination to teach his grandson, Robbie, responsibility and free will, to go out and chase down every opportunity. He wanted his values to live on for the generations that followed him, to rise to the occasion and be men and Williams has relished the opportunity to relaunch the clothing line as a fitting tribute to Farrell’s values and ideals.