26-28 JANUARY 2020


Farah has been crafting modern menswear for a century, from 1920 to 2020, and every decade in between. 
For SS20 Farah travels back to 1950’s America, when employment and leisure time were plentiful. Rock ‘n roll was taking over the airwaves making overnight stars of Little Richard and Elvis Presley, and Hollywood bad boys James Dean and Marlon Brando epitomized the ‘live fast die young’ ethos. This was the start of a cultural revolution that is still being felt today.
In this first collection of its centenary year, Farah pays homage to the original trailblazers of the 50’s youth rebellion. Taking pieces from Farah’s rich archive and integrating them within the range to create a contemporary menswear offer that retains the essence of the brand.
Colours consist of vintage rust, deep indigo, hopsack blue and sandstone, which set against cooling pastel green, rosewood and pastel pink make for a bold yet wearable palette.
Fabrics have been developed for comfort and purpose. Polos, tees and shirts benefit from quick dry, while outerwear utilises ultra-thin poly nylons that can be stowed for later use. 
Check shirts take their cue from midwestern diner culture, in a multitude of colours and styles, from textured mini gingham to larger madras inspired designs. Fabrics meanwhile, come in a multitude of weights and washes. Highlights include a summer weight oxford check, a micro floral poplin and a gently laundered slub canvas.