Farah Announces Exciting Licensing Agreements for SS24 Season Expansion

Farah, the renowned fashion house, has secured a series of licensing agreements to introduce new and captivating products for the SS24 season, catering to diverse demographics and expanding its brand presence.

Firstly, Farah has partnered with Poetic Brands Limited to launch Farah Youth, a stylish leisurewear collection tailored for boys aged 4-14. This partnership blends the iconic style of Farah menswear with the vibrant essence of today's youthful fashion. The collection will encompass a variety of clothing options, including trendy tees, woven shorts, swimwear, joggers, outerwear, and casual shirting, all meticulously designed to resonate with the Gen Z and Alpha generations.

Oscar Feldenkreis, CEO and president of Perry Ellis International said, “The fusion of two proven creative trend-right fashion brands is the perfect union to engage a new youthful budding demographic. I am confident this will broaden the brand awareness and appeal for Farah, as a timeless lifestyle brand.”

Additionally, Perry Ellis International is collaborating with Baird Group Ltd. for the European license of Farah Tailoring, a line set to offer elevated sport jackets, sharp suit separates, and modern formalwear. This partnership seamlessly marries Farah menswear's distinctive style with luxurious office attire, catering to individuals seeking a sophisticated approach to dressing for success.

Feldenkreis remarked, “Elevated tailoring in the licensee space is the perfect union to engage new and budding demographics across Europe and beyond. I am confident this will broaden the brand awareness and appeal for Farah, as a timeless lifestyle brand.”

Lastly, Perry Ellis International has joined forces with Fragrance Group London Ltd. to introduce a new Farah Men's fragrance for SS24. This British fragrance is anticipated to capture a timeless and sophisticated essence, featuring fresh notes of Bergamot, Ginger, Pear, Vetiver, Cypress wood, and dry amber. Customer feedback played a pivotal role in the selection of this fragrance, ensuring it aligns with the Farah customer profile. The fragrance will be exclusively available through Superdrug and The Perfume Shop starting in October 2023.

Feldenkreis expressed, “I am delighted to partner with Fragrance Group London to continue the development and expansion into this lifestyle category with a new Farah fragrance. Embracing our consumers' feedback and allowing them to participate in this sensory experience will only enhance the Farah brand identity.”

These licensing agreements represent a significant stride for the Farah brand, marking its expansion into various fashion categories and the fragrance market, further solidifying its presence and appeal in the fashion industry.