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Primark poised to relaunch Robbie Williams-owned menswear brand Farrell

Primark is to breathe new life into Robbie Williams’ failed menswear label Farrell this Thursday (20 November), when the retailer will launch a new collection across 15 stores in the UK and Europe.

Farrell, which was founded by the singer in 2011, ceased trading last October when it filed for voluntary bankruptcy.

The brand was inspired by Williams’ grandfather Jack Farrell, who was well known in his home town of Stoke-on-Trent for his dress sense, and includes items based on a heritage design such as polo shirts, double-breasted pea coats, tweed jackets and slim leg tailored jeans.

“We've absolutely loved working with the Farrell brand,” commented Ben Smith, director of menswear, Primark.

“The product looks superb, fastidious detail, 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.”

Williams originally hired Ben Dickens, former design director at Burberry, to oversee the collection when the brand launched in 2011.

Farrell was previously stocked at Selfridges and House of Fraser.

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