In particular, the fashion house has secured a new licensing agreement with Poetic Brands Limited for the SS24 season launch of Farah Youth, a stylish leisurewear collection designed for boys aged 4-14.
The partnership, merging the distinctive style of Farah menswear with the playful essence of today’s youthful fashion, will feature a range of clothing options, including trendy tees, woven shorts, swimwear, joggers, outerwear, and casual shirting, all designed to appeal to the Gen Z and Alpha generations.
“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,” said Oscar Feldenkreis, CEO & president of Perry Ellis International.
Next, Perry Ellis International is partnering with Baird Group Ltd. for the European license of Farah Tailoring, set to offer elevated sport jackets, sharp suit separates, and modern formalwear. This collaboration blends the distinctive style of Farah menswear with luxurious office attire, catering to those looking to elevate their approach to dressing for success.
“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,” added Feldenkreis.
Lastly, Perry Ellis International has partnered with Fragrance Group London Ltd. to launch a new Farah Men’s fragrance for SS24. The British fragrance is expected to capture a timeless and sophisticated essence, with fresh Bergamot, Ginger, Pear, Vetiver, Cypress wood, and dry amber notes.
The fragrance was selected based on customer feedback, ensuring it resonates with the Farah customer profile. It will be exclusively available through Superdrug and The Perfume Shop in October 2023.
“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,” said Feldenkreis.
These licensing agreements mark a significant step forward for the Farah brand, expanding its presence across fashion categories and fragrance.
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