Farah celebrates a century of style as they link up with YMC for an exploration of culture.
A meeting of two of the UK's most significant menswear labels, Farah x You Must Create explores Farah's 100th anniversary; pinpointing significant moments in style, music, and art. Sharing in their subcultural allegiances, namely Farah's associations with the British underground, the collection puts the focus on the Jamaican influenced Rude Boy era during the late 70s. Reminiscing on his relationship with Farah, Co-Founder of YMC, Fraser Moss said: “Farah means lots of things to lots of people, but for me it was always rude boy. The sharpness of the classic trouser with the iconic yellow tab was everywhere at blues parties and sound clashes.”
The resulting collection offers a modern take on rude-boy subculture, with specific references made to Farah's deep archive throughout. It is this archival proximity that informs the design of the crop hopsack trouser and tapered denim jeans, while the Ethiopian flag lends itself as the colour palette of the collection's lineup of striped shirts and polos.
Farah x YMC has been brought to life through the lens of artistic director Harris Elliot, celebrated for his cultural contributions through the work of his exhibition and book, ‘Return of the Rudeboy’.
Eye up the campaign film up top, and a selection of pieces from the upcoming collaboration below. Head over to Farah to keep on top of the release that is set to land next week.