Timeless Fashion Found at Farah

02 / 11 / 18

This month's 'Meet the Street', we sat down with Mani, manager of Dukes Lane’s Farah, who gave us the rundown on the latest Autumn trends and why he loves the brand.

Meeting Mani

Q: Mani, how did you get into fashion?

Mani: I was actually born into it. My family have owned a clothing company for over 40 years so I was always going to have a keen eye for it. The company started with my dad selling ladies’ clothes out of a suitcase, door to door and now we have a department store, selling mens, ladies, kids and footwear. It was always going to be career path that I would choose – I love it.

Q: I detect an Irish accent! Why did you decide to move to Brighton?

Mani: I moved to Brighton from Northern Ireland in August last year so I’m a newbie in these parts. I just thought, why not try and get some experience somewhere else! And I’m really glad I came. The best thing about Brighton is definitely the people. There are so many different types of people down here and I love it. Living by the water is a bonus too! You get good weather down here. Something I’m not used to!

Q: So how did you come to work for Farah?

Mani: I have worked with Farah for quite some time as I was the buyer for my dad’s place. As soon as we got the brand in the store, it become our number one brand and it still is after four years. When I heard Farah were hiring, I jumped at the opportunity and haven’t looked back. I dress quite clean and smart, so working with the brand is perfect for me! If you ask any man who has a Farah shirt, they will tell you, the fit and quality is second to none. It’s nice working with a brand that has such a loyal customer base.

Q: Mani, can you describe Farah’s style in one sentence?

Mani: Farah offers timeless styles blended with fashion-forward trend-led pieces, allowing men to express their own unique sense of style.

Q: What makes Farah the brand it is today?

Mani:  In a market where many brands with a heritage look backwards, Farah looks at what is happening today in order to stay relevant. The brand was born in the 1920s and has been synonymous with British youth culture since the 1970s. Whilst deeply proud of its heritage, Farah never relies on its past. Farah has the confidence to respond quickly to what’s happening in youth culture, street style and music today in order to stay relevant to its young consumer.

Q: What is an essential Farah item?

Mani: Our iconic Brewer shirt which is available in a wide range of colours and updated every season.

Q: What can we expect from AW18 collection?

Mani: This collection is inspired by Creation Records – the independent record label headed up by Alan McGee in 1983. It was famed for artists such as Primal Scream, and later Oasis. Farah draws inspiration from this iconic music label; key pieces include V-neck jumpers, parka coats, corduroy jackets.

The season’s colours are inspired by Creation Records’ in-house artist Paul Cannell. His abstract painting became the base for Primal Scream’s iconic album covers.

Q: What makes Dukes Lane, Brighton, the perfect location for Farah’s brand?

Mani: Over the years Brighton has attracted and celebrated a diverse selection of eccentrics and creatives. Farah sits perfectly within this environment with many brand fans belonging to the creative industries and with other complementary iconic brands and institutions also situated in the area.

Q: Finally, tell me something interesting about you – putting you on the spot, I’m sure you have a fun fact!

Mani: My family were the first Indian family to settle in Derry in the ’40s which I fi nd amazing. They came with nothing and have achieved so much. I hope to continue in their footsteps. If I can achieve half of what they have, I’ll be doing alright!

You can shop the latest collections and have a chinwag with Mani and his lovely team at 5 Dukes Lane.

 

(Featured: Farah SPORT Collection)

 

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