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Shaftesbury Capital, the leading central London mixed-use REIT, has announced the opening of menswear brand Farah’s new site in Soho, London.
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.
Originally founded in Texas as a workwear company in 1920, Farah was re-born in the UK during the 1970s, now famous for its slim, sharp, hopsack canvas trousers, Farah played a key part in the style of Mods, Rude Boys, Casuals and the 90s’ indie music scene.
The new store will be showcasing both SS23 main collections, inspired by a vintage-inspired, LA surf scene, and High Summer, celebrating the sights and sounds of 1970s Jamaican reggae culture.
Andrew Price, executive director at Shaftesbury Capital said: “Farah is a strong addition to the thriving menswear retail offer that we are continuing to build along Berwick Street.”
Mark Mccann, Farah’s brand director, added: “We are happy to be open in such an iconic location. Berwick Street is not only an internationally recognisable destination but a great brand fit -we’re really excited to be here.”
