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Farah Brand Guide
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Born in the 1920s, Farah is rooted in the USA. A small factory was set up in a shop in El Paso’s “Apache Legion” after founder Mansour Farah studied shirt design and manufacture in New York City between 1910 and 1920. At this stage they were only producing 35 cents blue chambray shirts. In the 1930s Farah diversified into producing blue denim workpants and in 1935 moved onto also producing khaki workpants and shirts. During World War 2 Farah moved on from producing civilian clothing into army fatigues, uniforms and khaki combat trousers, garnering an Army-Navy E award. In the 1950s half of Farah’s production was sold to JC Penny, Sears and Montgomery Wars, while the other half was sold under the gold label. In the 1960s, William Farah made the drastic decision to maintain all aspects of the Farah business as American, including employing American citizens, keeping American suppliers and even limiting Farah to be only sold in the USA. Vietnam, oil prices and civil unrest made American a turbulent place form businesses during the 1970s and so Farah had to adjust. It was at this time that the Farah brand became one of the top selling trouser brands in the UK. The original Farah trouser, which at that time made from hopsack canvas, became an immediate hit with the youth of Britain. Many youth subcultures adopted the slim cut, sharply tailored utilitarian trousers as a uniform. Expanding into womenswear and sportswear in the 1980s, Farah became the “must-have” label appealing to mods, skins, sticksmen and rocker-billys. Each subculture would incorporate their Farah’s into their distinctive looks. In the 1990s Farah placed a renewed emphasis on quality and went onto sponsor David Coultard and a young Lewis Hamilton. During the 1990s and 00s, Farah’s were spotted on style icons such as Jarvis Cocker, Agyness Deyn, The Strokes and Paulo Nutini. Farah launched its new Trend Collection in 2007 which was immediately stocked by many top retailers including Selfridges and Urban Outfitters in the UK and American Rag in the USA. |
